Premier Online Care offers corporate enterprise and small business customers a robust suite of features and services designed to help telecom managers (TCM) and authorized Corporate Responsibility Users (CRU) manage their wireless accounts, run reports, and view and pay bills online. This self-service tool helps companies reduce resources spent managing their wireless business and allows more time to focus on other business needs.

Defining the Problem

The Premier Online Care page presented an antiquated 12-year-old B2B login experience for small and enterprise business customers. Over time customer pain points increased as a result from unsuccessful login attempts and account locks, including password resets and calls to customer service. The overall experience displayed a cluttered layout, lack of prioritization and hierarchy of information, calling for a complete redesign to simplify and improve customer satisfaction.


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

•  Simplify the customer experience by refocusing the page onto the primary task (logging on), and improving discoverability of registration and forgot login/password features
•  Incorporate and adopt DS2 design standards and layout (with the WOMP mobile strategy) to modernize the look and feel with responsive web technology
•  Research and deliver strategic solutions to alleviate four customer pain points

Design Process and Research

I performed the following analysis to understand the users’ needs:

•  Performed competitive market analysis
•  Collected existing data from internal teams such as customer verbatim, usability reports, and Adobe data analytics
•  Leveraged existing design components (design, code) from other B2B login experiences (Business Center, AT&T Business Console, myAT&T), improving experience consistency across multiple Business platforms for a single pane of glass design strategy
•  Delivered Experience Brief:
– Problem to solve
– Collect existing data to measure
– How success will be defined
– How success will be measured

Design Principles and Metrics

Design Principles:
• Simple: make a clean, easy way for the user to accomplish the task
Smart: use existing customer data to make the design smart
Personal: present the primary information with relatable, rotating lifestyle imagery

•  Click reduction
•  Error rate decrease


Premier Login – Before

Premier Login – Wireframes

Premier Login – After

Link to Site – Premier Login

Solving the Problem

Issues I addressed and areas of improvement:

•  Improved focus and hierarchical organization of the page function and content including three main areas by priority: primary (login), secondary (rescue flows forgot username and password, register now), and tertiary (products, manage other accounts, and help)
•  Unmasked the password field to reduce number of password entry errors
•  Refined inline messaging with maximum number of attempts to reduce number of account lock outs
•  Offered a persistent Chat window display allowing customers access to help support upon page entry
•  Updated and consolidated footer with offered products, access to other accounts and support
•  Conducted A/B testing to determine reduction of authentication errors and improved page progression (also CSAT)


•  Click rate reduction
Adobe Analytic reporting for the top two in-page links (6 month post-launch time period)
– 24.1% click reduction for #1 help link: ‘Registration’
– 24.2% click reduction for #2 help link: ‘Forgot password? Reset now’

•  Error rate decrease (authentication)
A/B testing was conducted to determine reduction of authentication errors on the page and improve page progression (also CSAT)
– 2% error rate decrease: 2 top error messages
– 7% CTR increase on the Log in button (challenger)
– 6% CTR increase on the username link
– 3% CTR decrease on the password link (challenger)


Boom ya! Overall the project was a big accomplishment. We not only solved many of our long-standing customer pain points, but also improved the experience as the Login page provides an opportunity to make a first impression for our Premier B2B eCommerce portal. Furthermore, the design strategy was later leveraged by the FirstNet team improving the experience consistency and strengthening alignment across multiple Business platforms.