Redesigning AT&T's iPhone upgrade experience

Product design strategy drove 230% growth and 80% faster time-to-market.

Streamlined for Impact

The old iPhone upgrade flow was clunky and uneditable, a rigid multi-step process that frustrated customers. I led the redesign, reducing it to a single editable flow with a smoother, more flexible, and personalized experience.

Role: Principal Product Designer, collaborating with Product, Data, Engineering, and Research teams.

On the right: New design, single-screen editable flow.

Effortless. Simple. Personalized.

I contributed to AT&T's global design system refresh, helping shape a unified, delightful experience across the customer journey.

Consistent & Refined Flow

I worked closely with the research team to shape our testing approach, sitting in on focus groups and refining designs based on feedback across 5 testing rounds and 400+ surveys, delivering a customizable experience with editable flows, clear pricing, and intuitive choices.

User Testing

V1: One Click, Low Trust

Version 1 preselected options for convenience, but users felt unsure, double-checked details, and saw the flow as upselling with limited transparency.

Version 2 delivered a customizable, single-screen experience, letting users adjust color, capacity, and trade-in details in one place, boosting confidence, transparency, and engagement over V1.