The AT&T Premier Platform streamlines the purchasing and management activities of any organization’s wireless program with a customized Premier Online Store. Shop online for the latest phones, devices, service plans, and accessories. It’s a great way to offer employee discounts and benefits on the latest rate plans and phones, as well as features such as international calling, messaging, data, and more.

Defining the Problem

The Premier Online Store 1-2-3 page contained numerous problems of varying size and complexity which hindered our users’ the ability to quickly and easily provide the required information during a purchase and move on to their desired task. By providing business customers a clear path with a task-based organization model to reduce the number of actions, including improved visual design and personalized questions, the new design simplified the flow and improved customer satisfaction.


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

•  Improve the customer experience by simplifying the entry points and streamline user flows for all five lines of service
•  Increase the proper utilization of the flow by fixing various legacy discrepancies and confusing areas
•  Modernize the visual design with iconography and lifestyle imagery including personalized content
•  Research and deliver strategic solutions to alleviate four customer pain points

Design Process and Research

I utilized various research methodologies for this project:

•  Collected a combination of existing research data including customer satisfaction surveys, foresee and usability reports
•  Comparative analysis of internal B2C triage purchase functions and DS2 design and interaction patterns and standards
•  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: deliver a quick way to get started and a clear path to accomplish the task
Smart: customize the experience based on users purchase intention
Personal: provide the relevant information at the appropriate time

•  Error rate decrease
•  Customer satisfaction score
•  Upper funnel conversion


Experience Brief


Concept – Lines of Service

New Line of Service – Before

New Line of Service – After

Solving the Problem

An iterative agile process, where our design was continually revised and informed by feedback every step of the way:

•  Improved hierarchical and task-based organization model to reduce number of actions
•  Reorder questions to prevent the user from answering those which are not relevant to their intended activity
•  Updated inconsistent formatting of text entry fields, especially phone numbers
•  Enhanced visual design including concise and personalized content
•  Leveraged draft wireframes for user research prototype in Axure
•  Performed RITE (Rapid Iterative Testing and Evaluation): mean ease of use rating: 4.1
•  Conducted A/B testing to determine if updating the icons to images improved conversion rates and reduced fallout/exit rates


•  Error rate reduction
Adobe Analytic reporting captured improvements for the #2 error message
– 17.% rate reduction: ‘Please enter a valid, 10-digit phone number

•  Upper funnel conversion
A/B testing was conducted to determine if updating the icons to images improved conversion rates and reduced fallout/exit rates
– 1% progression rate increase to the Phone Items page, Welcome Landing page, and Cart Summary page (challenger): When the images were used on the 1-2-3 page, the progression rate to the Phone Items page, Welcome Landing page, and Cart Summary page increased by 1%


Shazam! The project was a big success! We not only solved our long-standing problems, but also improved the customer experience by designing effective entry points and streamlining user flows for all lines of service. The main goals of the project were achieved which increased conversion rates and improved customer satisfaction. Furthermore, the design is scalable and flexible enough to accommodate other device type purchases such as Connected Car and Magic Leap One (wearable).