AT&T SEARCH
A new experience that provides faster access to the most relevant results
CHALLENGE Grow User Engagement
Search functionality on att.com bombarded users with information and lacked visual hierarchy in results. Besides having a separate code base, the mobile experience wasn’t as robust as the desktop and returned different results.
The new vision for AT&T’s Search experience was to merge mobile and desktop to one code base and redesign the UI to make it intuitive and effortless to understand results across all channels and devices for our users.
SOLUTION An Intuitive Experience
We redesigned the entire site search experience so our customers can use search to get right to information when and where they need it. The main revisions include one RWD code base for mobile and desktop; Auto-suggest/completion; Category groupings; Improved filters; Improved Shop functionality.
RESULTS Cost Reduction
I redesigned the UI and developed a new responsive Search experience through extensive user research. After testing the new experience with users and adjusting it, the results are all about EEEEs – meaning it’s Easy, Effortless, Effective, and Engaging for all AT&T customers. Users find the new experience to be very useful, there is no longer a need to call customer service.
The newly combined code base reduced the cost of future enhancements by 50% and makes it easier for AT&T to efficiently improve Search going forward.
We’ve increased digital adoption and had a Digital Containment rate of 21%, a 22% improvement YoY. Total call shed via Search is 582K YoY, with total savings of $4M.
My Role: Design Lead: UX, Interaction Design.
Team Partners: Product Management, Data, Engineering.
Filters
GROUPINGS
More results are available with a single click--categories and results can be prioritized by keywords, with the top three results highlighted for faster scanning.
IMPROVED ACCESS TO CONTENT
Includes a carousel feature for device shopping, and autosuggest / autocomplete for search terms and categories to help users refine their queries.
SHOPPING ENHANCEMENTS
Star ratings and reviews are now available, with product and price details easy to find and read. Plus, users can compare top products without navigating away from the search results.
The new Search experience simplifies searching and provides faster access to the most relevant results.
Promotional banners and carousel
RESULTS
Total call shed via Search is 582K YoY, with total savings of $4 million.
Results
Reduced the cost of future enhancements by 50%.
Total call shed via Search is 582K YoY, with total savings of $4M.
“Flavia is a team player that leaves no pixel out of place. She’s worked on large-scale projects at AT&T with design precision. Her ability to bring designs to life with wireframes and prototypes are icing on the cake.”
UX DESIGN
BRANDING
MISCELLANEOUS
