/ Signature Discount Program Relaunch
AT&T Signature Discount Program Launch
~15 min. read
““Michelle is my super hero. I have worked with her on some very hard and tough projects. Her ability to take in everything and come up with a design is amazing. And then she takes on the criticism of her designs with unbelievable ease. She listens to the issues we might have with the designs and then makes adjustments that fit the need every time. She even thinks outside the box when a completely new idea is needed. She is always going above and beyond and always keeps the customers in her sights within her work.”
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Big Takeaways
Navigated through a company reorganization during the “Unlimited Your Way” project, upholding a growth mindset and resilience to ensure uninterrupted progress; led the transformation of a complex purchase flow into a streamlined user experience.
Served as a steadfast UX advocate, providing ongoing support to creative teams and balancing leadership with domain expertise in native app and account retention; contributed to enhanced web channel outcomes despite organizational changes.
Now the case study, it’s heavy but so was the project!
WHO: New Online Gross Add customers – for Military/Veteran, First Responder, Nurses/Physicians, and Teachers Appreciation offers
WHAT Customer’s eligibility for their respective Appreciation Offer will be validated instantly via 3rd party authoritative validation partner, SheerID.
Customers enter key demographic information and in less than 1 second, SheerID can validate more than 50% customers as eligible. The remaining customers will upload a document that will be reviewed within 20 minutes. By comparison, today 100% of customer are required to upload a document.
WHY: Key Benefits
Improve the Customer Experience: Reduce friction for customers and increase online progression & digital channel share
Increase verification accuracy; reduce fraud
EARLY RESULTS: Increase from 0% to 69% customers could purchase with a discount
Almost 69% of customers are validating instantly and only 31% need to upload a document to verify their identity. Prior to this launch all of customers had to upload a document and did not receive instant verification. The numbers continue to climb for 2021.
THE PROBLEM TO SOLVE
Prior to the initiative Signature and Appreciation Offer verification was done with a manual process. Customers were forced to upload documents and submit them for manual review in order to be enrolled in their benefits. In addition, the experience was dis-jointed and did not present an easy to understand path for customers to qualify for a benefit and apply the benefit.
OPERATIONS: The Customer Experience team handed off to the Product UX team a strategy that created a VIP experience. Where branding of Signature informed the customer they were valued, appreciated by offering a discount without having to buy a subscription for savings. The program included various categories where most of our customers would fall into. Currently 60% of AT&T customers are currently enrolled, there was an enormous potential to increase that number through new customer and existing customer workflows. Design opportunities included creating a new component for the design system, branded iconography, new product page, and new end to end workflows.
Our team was tasked with adopting the concepts generated from our Customer Experience team, refine entry points, customer journeys, exploring options, and aiding in the decision. The channels included multiple domains, platform applications and customer channels.
Our area of focus was the intermediary pages from the navigation, discount pricing offerings, savings amplified, ensure brand consistency through out the experience. Through our efforts, organization standards were created and deployed; adopted by other domains and channels.
Team
UX Sr. Lead Design (2)
UX Lead Design (3)
Content Writer (1)
User Researcher (2)
Sr. Product Manager (1)
Product Owner (3)
Lead Development Engineer (3)
Technical Architect (1)
Scrum Master (3)
Stakeholders:
Marketing, Brand, UX designers, production visual designers, content writer, business owners, UX researchers, engineers, data analytics, SEO, product managers & owners.
My Role
Sr. Lead UX Design
During this timeframe, UX Design was reorganized and shifted under the Product team, this lead to confusion and fractured roles. Based off my experience in how the design process and scrum teams need to work well together, I carried the heavy lifting of web sales UX Design Lead by creating intersections between channel designers, application design teams, while being cognizant of stakeholder goals & customer benefits.
I created enterprise level presentations and cross team playbooks. Led design brainstorming sessions, story requirement sessions, design reviews, and knowledge share meetings across multidisciplinary teams. While keeping the focus on the customer value, during to the technical challenges of the experience, I was able to deliver solutions on-time for product launch.
My objective was to identify customer needs, pain points, business goals, and establish requirements from a feature and story level. Provided coverage for a design team that focused on the information architect, visual design and interactions mapping back to customer’s behaviors and expectations for the acquisition workflows.
Individual design contributions included:
A discount component banner that is scalable, responsive, and used across business properties. This design pattern was adopted by the Standards team and is being added to the Design System.
Created a standalone page for the Signature Program offerings, including “Appreciation” discounts for Nurses, Teachers, Military, and First Responders. This page has high internal and external traffic. I developed wireframes, content engineering, and iterated on feedback to create a final high-fidelity comp.
Designed eligibility forms for customers to verify their discounts instantly. The complex scenarios impacted workflows for current and new wireless customers. Swim-lane flows and end-to-end prototypes were shared with various teams.
Implemented an enrollment flow for existing AT&T customers to receive discounts instantly while upgrading phones, adding lines, or purchasing accessories. Plan service discounts were also applied.
Lastly, I contributed wireframes, customer journeys, service blueprints, and content engineering recommendations for token product pages related to specific customer associations (e.g., Starbucks or University of Washington). These templates were handed of to the Studio Production Design team.
Process
Vision
Real-time Enrollment and Verification-as-Service.
Provide instant verification for discounts and enroll discounts to customers orders & existing eligible service plans.
New Verification offering as a Service, perform real-time ID verification for Online, OPUS Retail and OPUS Call Centers. The micro-service features interfaces with third-party ID verification service Sheer ID.
To protect against fraud, document upload and review by Sheer ID is applied when warranted.
Throttling capability – allows business to quickly react and steer traffic either to or away from SheerID in fraud outbreaks or other market events.
Display real-time enrollment in benefits for New customers with order submission.
Benefits / Business Value
Approximately 50% of customers will be able to instantly verify simply by entering a few details and submitting a form.
Online Verification forms for all eight of the Signature and Appreciation offer segments
Definition
UX Web-sales brainstorming session
Signature Discount Banner Component
Swimlane workflow - new & existing customers, verification + enrollment + doc upload
Verification & Enrollment for 8 program offers
Response screens for confirmation or call to action needed for the customer to move forward after completing the verification step. Most heavy content scenario showcased here.
Implementation
INSTANT VERIFICATION OF ELIGIBILITY - NEW CUSTOMER
Signature HUB lander
Eligibility form
Confirmation
Device list page - displaying Signature Program Discount Banner with brand assets
Product details page - displaying Signature banner, keep it consistent and persistent within the header
Product details page - Signature plan pricing discounts shown within the plan component
Cart Summary - Banner is persistent in the header, line items where discount applied displays visual signifier of program discounts with the Signature icon.
Cart summary - discount summary displayed in auxiliary content component
PHONE UPGRADE - EXISTING CUSTOMER
Results
Team accomplishments
With my leadership, the team accomplished delivering artifacts on time, powered through with collaboration and communication. The team focused on the customer, bridged business goals with learning from testing and ideating. A competitive complicated new product was designed with cohesion across channels and work flows, met stakeholders goals and exceeded leadership pillars; even during a pandemic.
My Contribution
As a team leader and an individual contributor. As a leader, I brought together teams to discuss scope of work across purchase channels, barriers and solutions. The beginning of the project was a growing phase for the organization so requirements were not well defined, ambiguous and teams were not fully step up. I stepped up to led the team of designers, defined the end goal, prioritized and created timelines for the UX design acquisition team. My individual contributions included a new product lander, banner component, webforms for nine different program offers, fifteen variations of response screens, doc upload screens, Signature Icon approved by brand and standards, and consultant across domains and application channels while providing design assets.
Personal growth
Through this project experience, I continued to strengthen my ability to lead a team while maintaining responsibilities as an individual contributor. Empathetic to stakeholder goals and timelines, pushed through ambiguity, and kept the customer value in focus.
I was able to stay connected while remote, acted boldly, broke down silos, contributed to the acquisition growth for the Wireless line of business and keeping the customer at the center of my focus.
For the customer…
An easier process, with instant verification giving them the option to save while making a purchase and enroll in the discount program. The AT&T population consist of customers who are eligible for one or more of the discounts.
The end results were benefits to the customer, providing a considerable mix of products to choose from with discounted pricing.
Interested in more?
View other samples that showcase my range of skills. How design is an integral part of the process, influencing business goals, and adding customer value.