AT&T

I played a key role in leading the comprehensive redesign of the AT&T purchasing & onboarding devices experience while mentoring junior designers on the project.

The improved upgrade experience allows for a faster, more user-friendly, and intuitive process by consolidating product customization, adding add-ons into a single location while incorporating assistive AI support to inform decision-making with a new clearer, concise cart and checkout process that ensures customers they are receiving the best value.

While onboarding users we aimed to structure information, and add seamless personalization, so that every interaction feels natural, engaging, and tailored to the user’s needs—deepening their connection with the brand. By integrating thoughtful micro-interactions, clear guidance, and moments of delight, we transformed the complex into clarity, creating a supportive and intuitive journey that strengthens trust and leaves a lasting impression.

This project involved at least 20+ people who helped bring it all together from marketing, copy, design, production, strategy and more.