February 2016 – February 2018

Business Case Background

Founded on March 3, 1885, AT&T is the largest telecommunications company in the United States. Included in its diverse portfolio of offerings is wireless telecommunication services for the business sector. The online foundation for this offering is an award-winning portal known as Premier, which provides enterprise business customers with the ability to learn about, purchase, monitor and manage their wireless products and services. This platform is comprised of four key tools:

  • Premier Business Center: an online site where customers learn about wireless products and services from AT&T.
  • Premier Online Store: a customizable, self-service web site where customers can shop 24/7, and purchase company-approved devices, plans, accessories and features based on their company’s telecom policies, employee permissions and contract specifications.
  • Premier Online Care: a suite of online tools that customers can access to manage their wireless accounts.
  • Premier eBill: an online tool that enables customers to manage their invoices conveniently and efficiently virtually anytime, anywhere.

As the leading telecommunications company in the country, AT&T prides itself in providing exceptional customer service and user experience across all of their customer touchpoints. Premier is no exception to this. Having adopted an Agile methodology to their design and development philosophy in late-2015, I was brought in as an external consultant to help navigate and optimize this change from a UX design perspective. Working across all four tools in Premier with a heavy focus on Premier Online Store, I worked with the AT&T design and development group to enhance existing functionalities and to deliver net new functionalities as required.

Work Sample: 1-2-3 Page to Begin Shopping Flow

The 1-2-3 page is the first flow that a user encounters within Premier Online Store. It is intended to help the user identify the purpose of their shopping experience to allow for the most appropriate shopping flow to be presented. In addition to lacking a modern look and feel, the existing experience was anything but intuitive and simple to use. From field-level formatting issues to the overall ordering of questions, there was plenty of opportunity to improve this flow. First off, I changed the order in which the three questions were asked to eliminate duplication of confusing content and to allow for more customized and relevant questions to follow in each step. This also allowed for a complete overhaul of the content to be more user-focused and more easily understood. At the field level, I applied the site style guide to improve consistency and reduce formatting errors. Lastly, I worked extensively with a visual designer to improve the aesthetic presentation of the flow, using a combination of text-based and visual cues to guide the user through the flow. User 


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Fully Annotated Wireframes

The wireframes for this design effort were created in Axure and can be viewed in PDF format here.