AT&T Mobile Experience
Boosting user engagement through a seamless, AI-enhanced content system
Challenge
Our design challenge was to modernize UI widgets and integrate AI chat features to enhance customer service and user experience within the MyAT&T app. This initiative focused on optimizing efficiency, improving response times, and delivering better service. The updated UI and AI chat integration were intended to boost customer satisfaction and loyalty which was essential for growth in a competitive market.
My Role
Lead experience designer
Timeline
1 year duration
Enhanced UI Framework for Layered Interaction and Engagement
We designed a layered interaction model that promotes exploration while reducing user friction. By integrating intuitive navigation and modular components, we transformed static workflows into a dynamic experience—minimizing redundant sequences and streamlining how users engage with insights, controls, and category content.
Objectives
Centralizing the Voice of AT&T Through AI-Driven Design
Unified the AT&T voice into a central, front-and-center experience that simplified user interaction and ensured consistency. Integrated advanced AI to personalize content delivery, enhance search relevance, and surface contextual support — creating a seamless and reliable user journey.
Make AI more intuitive
When creating AI voice commands, clarity and user experience was important. I displayed large text during speech to improve readability and minimize misunderstandings. This real-time feedback would help users keep track of the conversation. The AI would highlight and prioritize important information for users to receive relevant updates clearly. I focused on these points to make interactions with AI voice commands more intuitive. Below are various paradigms utilized.
Home landing screens created as part of a marketing campaign, highlighting the strategic use of photography to boost engagement.
Enhancements Infographic widgets and designing a custom data visualization Library
Users widgets Light & dark mode
Results & impact
The AT&T brand alignment and visual redesign project was a testament to the power of strategic design. By focusing on business requirements and user insights, we were able to transform the app into a premium tool that customers trusted and valued.
Increased customer satisfaction
According to the 2023 J.D. Power consumer survey report, customer satisfaction reached an all-time high, with the “Intent to Recommend” metric achieving its best score in over five years.
Visual quality uplift
The enhanced visual quality of the mobile app was immediately apparent, with users responding positively to the updated aesthetic design.
Impact on business
AT&T was also ranked #1 in Customer Satisfaction for Large Enterprise Business Wireline Service in July 2023