AT&T Case Study

Business Initiative

AT&T U-Verse faced a major challenge with its enterprise-scale e-commerce platform. Customers were abandoning their carts at high rates and struggling to complete sign-ups for bundled internet, TV, and phone services. The checkout flow was complex, the interface inconsistent across devices, and the experience failed to communicate product value clearly—hurting conversions and long-term retention.

The objective was to redesign the entire purchase journey to reduce friction, improve usability, and create a responsive, high-performing platform that supported AT&T’s growing digital ecosystem. The initiative aimed to deliver a faster, more transparent experience that guided customers confidently from product discovery to checkout.

My Role and Team

As Lead UX Strategist, I directed the end-to-end redesign over a 12-month period. I collaborated with a cross-functional team of product managers, developers, visual designers, analysts, and QA specialists in a highly iterative agile process.

My role included UX research, strategic planning, wireframing, prototyping, and usability validation. I also worked directly with senior stakeholders to define KPIs, align design direction with business goals, and ensure technical feasibility across AT&T’s enterprise systems.

Design Process

I began with a comprehensive quantitative and qualitative analysis of user behavior across desktop and mobile. Using analytics, heatmaps, and call-center feedback, I pinpointed where users dropped off—most commonly during package customization and checkout confirmation. These insights were validated through stakeholder workshops and moderated usability testing sessions.

Key friction points included unclear pricing, lengthy form fields, and redundant upsell steps that caused confusion. I collaborated with product and engineering to simplify the checkout sequence, consolidate content, and introduce progressive disclosure for optional features.

I then developed a holistic UX strategy focused on clarity, speed, and mobile optimization. Wireframes and interactive prototypes in Axure and later Figma detailed new navigation patterns, improved status indicators, and contextual help that guided users through configuration choices. The visual design team extended this framework to ensure consistency with AT&T’s digital brand system.

Post-launch, I led behavioral analytics reviews using Adobe Analytics and user feedback surveys to measure adoption and identify opportunities for iteration. Insights from this continuous feedback loop shaped future releases and A/B testing scenarios.

Implementation and Collaboration

Close partnership with engineering was critical to delivering the redesign efficiently. I worked with front-end developers to ensure interaction specifications and component behaviors translated cleanly into code, using a shared pattern library that reduced rework. Weekly design reviews and sprint retrospectives kept the cross-functional team aligned and responsive to user data.

I also collaborated with AT&T’s internal marketing and analytics teams to align messaging, personalization logic, and performance tracking across campaigns. This coordination ensured the new platform not only improved usability but also reinforced business goals through measurable conversion uplift.

Outcome and Impact

The redesigned e-commerce experience delivered significant business results and long-term improvements to AT&T U-Verse’s digital channel performance:

• Reduced cart abandonment by 22% within six months of launch
• Increased overall user engagement by 30% across key product pages
• Improved mobile conversion rate and reduced average checkout time by 25%
• Strengthened customer satisfaction scores and retention for bundled service plans

The project established a scalable foundation for AT&T’s future e-commerce initiatives—transforming a fragmented purchase flow into a cohesive, customer-focused experience that balanced usability, technical precision, and measurable ROI.