AT&T Digital Transformation
A Strategic Brand Redesign Driving Performance, Engagement, and Global Appeal.
Challenge
AT&T wanted a youthful, energetic brand presence through a site redesign, as the existing site was complicated, inconsistent, and lacked brand personality. The goal was to create an emotional connection with customers.
Solution
My team and I developed a modern, fresh, and energetic brand with a cohesive, component-based design system, incorporating updated brand elements such as color, voice, and photography. Extensive user research helped refine designs to better emotionally engage and resonate with customers.
Results
User research with +600 participants showed a preference for the new design, which felt "fresh, modern, relatable, and inclusive." A/B testing revealed a 10% conversion lift, with no extra ad spend.
My Role: Design Lead – Branding, Photography Art Direction, UX/UI, Interaction Design
Team Partners: Product Management, Data, Engineering
BEFORE
AFTER
Color Palette
New Design System
Brand Objective
To transform AT&T into a unique, youthful, energetic, and vibrant global brand.
Photoshoot
Brand Expression
"It's colorful, attention-grabbing, and relatable, real people, not 'stars.'"
AT&T Customer
Core Principles
An experience that feels premium, practical, and easy-to-use.
Results
A/B testing showed a 10% increase in conversions with no added ad spend.