AT&T Business Console (ABC) represents a digital marketplace and platform to serve business mobility customers with standalone and pre-packaged solutions (SaaS) including ongoing lifecycle management capabilities. The platform addresses business demand with simplified ways to buy, deploy and manage devices, applications, and services including synchronized access from Premier Online Store and other points of sale.

Defining the Problem

The ABC is the first AT&T site to be fully mobile responsive (3 view ports), built from the ground up on DS2 standards and 100% designed by the Digital User Experience team. By anticipating the needs of the user while meeting the requirements of the business and product owners, this project was a joint effort which required collaboration and open lines of communication. Creating a new mobile platform that allows customers to manage business applications end-to-end that’s cohesive and simple to use would be the biggest factor in design decisions.


In collaboration with internal design team, business and development partners, I determined these goals for the project:

•  Deliver a strategic overarching single ecosystem for two portals Shared Application Partner Management Platform (SAPMP – application marketplace learn, buy, and manage) and AT&T Device Delivery Plan (ADDP – device setup/enrollment)
•  Design a long-term solution which removes the complexity of ordering, managing and deploying applications and services and provide scalability for additional product and services to be incorporated
•  Adopt SAFe agile methodology and TDP platform and modify the model to fit the needs of the business and project goals by incorporating UX, LBGUPS and Architecture into the process
•  Introduce Design Thinking to further facilitate defining the process by including user experience on the epic, feature, and story levels

Design Process

The design and research teams conducted the following research to understand the users’ needs:

•  Administered user acceptance testing for Marketplace 1707 to review and verify requirement implementation Delivery Plan (ADDP – device setup/enrollment)
•  Developed a pixel-perfect Axure prototype with engagement from usability research and marketing teams to conduct early research and testing plans to help refine the requirements based on user feedback for both SAPMP and ADDP

Design Principles and Metrics

Design Principles:
• Simple: deliver a cohesive ecosystem and framework for a seamless an end-to-end solution
Smart: leverage usability feedback and customer data to refine and improve requirements
Personal: provide a one-stop shopping experience within a secured self-service platform into the hands of the customer

•  Increase productivity
•  Customer satisfaction score


AT&T Business Console – Ecosystem

AT&T Business Console – Sitemap

Login, Browse, Buy, Cart, Checkout – Flows

Link to AT&T Business Console – Device Management Flows

Marketplace Home Page – Wireframes

Marketplace Buy Single Product – Wireframes

Marketplace Buy Single Product – Comp

Link to AT&T Business Console – Marketplace Pages

Link to AT&T Business Console – Device Management Program

Solving the Problem

Issues I addressed including areas of improvement:

•  Fostered partnerships with business and three product teams (SAPMP, ADDP, Premier) to define and deliver a seamless, fully responsive web experience by reducing the number of flows and pages based on the original requirements which expedited time to market
•  Aligned with business and development by creating a mitigated delivery plan which facilitated daily working sessions to drive rapid delivery of both requirements and wireframes
•  Delivered a dynamic, easy to use solution for on-demand tools and technology that will grow with business’ changing needs and place the customer in control


A great opportunity to design and build an ecosystem from the ground up with a long-term solution which eliminates the complexity of ordering, managing and deploying applications and services. Unfortunately, after nearly a year of design and development of the Marketplace (SAPMP) the project was placed on hold due to budgeting constraints, and only the Device Management Program launched in early 2019.