At&T Business
Implementing a Wizard Feature to Assist Businesses in Selecting the Right Internet Service
As a Product Designer for my client AT&T, I led the creation of a wizard feature to help businesses select the right Internet service for the AT&T Internet page. By employing user research and high-fidelity design, I developed an intuitive interface that guides users through selecting AT&T Dedicated Internet, AT&T Business Fiber, or AT&T Wireless Broadband. This feature streamlined the decision-making process and enhanced customer satisfaction. The project showcased the power of user-centered design in driving positive business outcomes.
prototype
OVerview
Client
AT&T Business (through CGI)
role
UX/UI Designer
Duration
4 weeks/ 2 sprints
Goal
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Objective: Build a new wizard feature to help users identify the most suitable Internet service by answering basic questions about their business needs and address.
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​Strategy: Add a wizard on top of the Internet options to streamline the user decision process.
Value
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Benefit: The wizard helps users avoid confusion and quickly understand the differences between the available Internet services, facilitating a smoother decision-making process.
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​Impact: Improved user experience leads to increased customer satisfaction and potential revenue growth for AT&T by guiding users to the appropriate service more efficiently.
Initial view of the AT&T Internet wizard.
Example of questions given to user to help them find best internet solution for there business needs.
Product map
Process
Initial research on user needs and preferences.
Design of the wizard feature.
Implementation and integration into the website.​
Testing and iteration based on user feedback.
Features
Interactive questionnaire, tailored service recommendations, seamless integration with existing web infrastructure.
guiding principles
Potential obstacles
measuring success
Principles
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User-centered design focusing on personas.
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Simplify complex information.
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Provide clear, actionable recommendations.
Methodology
Agile development with a focus on iterative testing and user feedback.
Challenges
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Aligning various stakeholders on the project vision.
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Ensuring the wizard accurately represents all service options.
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Maintaining AT&T's branding to ensure the wizard felt integrated with the existing website.
Solutions
Regular stakeholder meetings, user testing to refine the feature, and strict adherence to AT&T's branding guidelines.
metrics
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Heat Maps: Used to track if users were interacting with the wizard and navigating directly to the individual product pages.
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Click Rates: Measured the effectiveness of the buttons leading users to specific products.
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Conversion Flow: Monitored if users were transitioning from the learn flow to the buy flow for the respective products.
feedback
Collecting and analyzing user feedback to improve the wizard.
User personas
small businesses
Example: Owner of a local retail store​
Needs: Reliable and cost-effective internet service to support online sales, POS systems, and customer Wi-Fi.
LArge businesses
Example: IT Manager at a mid-sized marketing firm
Needs: High-speed, reliable internet to support multiple employees, video conferencing, and data-heavy applications.
User goal
Quickly find the best Internet service without having to understand technical details.
design
step 1
Introduction to the wizard
Users are greeted with an introductory screen that prompts them to discover the most suitable internet services for their business needs. They can start the process by clicking the "Check availability" button.
step 2
Number of Employees
Users are asked to select the number of employees in their business that need internet access. This helps to tailor the recommendations based on the size of the business.
step 3
Number of Locations
Users specify whether they need internet service for a single location or multiple locations. This information is crucial for suggesting the most suitable internet service.
step 4
Add-on Services
Users can choose from a range of add-on services that their business might require. These options help in providing a comprehensive solution tailored to their specific needs.
step 5
Address Input
Users enter their business address to check the availability of internet services in their area. This step ensures that the recommendations are not only suitable but also available.
step 6
results
Users are shown the internet services they qualify for based on their responses. The options that are not available in their area are displayed with lower opacity to indicate their unavailability.
impact
Outcome
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Reduced user confusion and improved decision-making process.
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Increased efficiency in guiding users to the appropriate Internet service.
Learnings
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Importance of iterative testing and user feedback.
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Challenges of aligning multiple stakeholders.