AT&T

March 2022 – October 2022

Initially appointed to lead the creation of comprehensive documentation of the Sales Workflow and components.
Additional designers were integrated into the project to support the documentation efforts, subsequently expanding our scope to encompass Epic and Feature level design work.

Vision & Goals

The objective was to equip AT&T employees and customers with a technologically advanced, human-centered, omni-channel, 360-degree platform that seamlessly delivers personalized interactions for both Retail Representatives and Customers.
Retail Representatives predominantly depend on the iPad interface in-store to assist many different types of customers in fulfilling each of their unique individual needs.
Consequently, AT&T required a robust set of features and functionalities integrated into a single, customized tablet experience designed to address the specific needs of Retail Reps as they engage with various customers in-store.

Business & Technical Challenges

A significant business challenge involved achieving consensus on a standardized set of stages across various product teams to establish a comprehensive end-to-end view of the customer lifecycle.
A notable technical challenge was the dependency of Retail Representatives on multiple disparate applications to access the information they need.
Users consistently reported issues related to defects, bugs, and the unreliable performance of the existing application.
Common pain points identified during user interviews included the loss of customer data when switching between applications, the inability to edit information from previous steps, and frequent application crashes, all of which contributed to user frustration.

Human-Centered Methodologies

Implemented a comprehensive Human-Centered Design process, integrating user research and ongoing client and user feedback throughout the project lifecycle, from inception to launch.
Executed extensive user research, systematically analyzing and synthesizing insights across key user groups and identifying critical areas for improvement.
Streamlined AT&T’s operating model and technology stack, utilizing Automation and Predictive Intelligence to enhance the efficiency and effectiveness of a unified platform.
Facilitated project delivery and implementation by establishing a robust foundation that supports rapid and iterative development cycles.

One Unified Platform and Experience

Develop and integrate a cross-channel customer experience on one unified platform, serving as
the definitive source of truth. This platform will empower users and enhance the relationship
between AT&T and its customers.
Introduce an enhanced Homepage, specifically designed to address the needs of Retail Store
Consultants. This includes features such as customer check-in upon arrival and advanced lead, contact, and case management capabilities.

Guided Flows & Personalized Recommendations

Implement guided buying flows to ensure a consistent customer experience, facilitate comprehensive metrics across the sales process, and minimize the time and resources needed for account modifications.
Leverage predictive intelligence to elevate the user experience by offering personalized recommendations, step-by-step guidance, and relative content, thereby enhancing user engagement and satisfaction with the platform.

Driving Creative Excellence

Acted as a key support to the Design Lead by participating in stakeholder meetings to clarify requirements, and by onboarding and training new designers, equipping them with the necessary knowledge and tools to excel as Designers at AT&T.
Provided continuous support to the design team by conducting regular check-in meetings, addressing any issues or obstacles, and offering guidance or directing team members to appropriate resources with knowledge and answers to their questions.

Crafting Expert Solutions with Precision

Proactively led and coordinated the pre-build design efforts, encompassing 54 features across 23 epics, ensuring meticulous planning and execution.
Collaborated closely with the Design Lead to maintain design consistency across multidisciplinary teams from Salesforce, AT&T, and Deloitte.
Fostered and sustained robust relationships with AT&T’s key business stakeholders and Salesforce project leadership through ongoing, effective communication.
Traveled to the AT&T headquarters in Dallas, Texas several times and actively participated in onsite PI planning meetings, contributing to strategic discussions with leadership.

Direct Insights & Perspectives from Users

Conducted comprehensive User Research Interviews at various stages of the design process, both on-site at AT&T Retail Stores and remotely with Store Managers and Retail Representatives.
Leveraged user research to gain deep insights into the needs, behaviors, and pain-points of Retail Representatives, ensuring the final product is user-centric and effectively addresses real users needs and requirements.

Organizing, Sharing, and Documenting Work

Established a standardized and structured process to organize, share, and document design work ensuring consistency and alignment across teams, facilitating scalable and efficient collaboration.
Comprehensive End-to-End Journey of Current & Future Vision.
Jira-Aligned Design Assets such as file Names and Covers
Custom Component Library + Component Documentation

Scaling Alignment & Best Practices

Each working file should represent an Epic, clearly indicated in the Figma file name.
Format: “Epic Number & Name.”
Epics are composed of multiple Features, which should be organized using the Figma Pages.
Format: “Feature Number & Name.”
Each Feature must include a cover for each Flow, detailing the Epic Number along with the Feature Name and Number.
This structured approach enhances the organization of complex files with numerous flows, facilitating better orientation for all team members.

Detailed Insights and Visual Guides

Created an interactive microsite for documentation on the Seller’s Buy Flow, centralizing all design resources for the project, providing a single source of truth for design standards and updates.
This enhanced collaboration, making it easier for both new and existing team members
to find what components make up each individual step of the Buy Flow process.
By utilizing a documentation microsite, the team can work more efficiently and cohesively ensuring that everyone is on the same page, reducing misunderstandings, and maintaining
the highest level of design excellence.