AT&T iPhone upgrade

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

Streamlined for impact

A clunky, uneditable 24-step flow frustrated iPhone upgraders. Reducing it to 8 editable steps doubled online upgrades with a smoother, flexible, and personalized experience.

Role: Creative Director and UX Design Lead driving UX/UI in collaboration with 9+ Product teams, Data, and Engineering.

Consistent & Refined Flow

AT&T’s refreshed global design system shaped a unified and delightful experience across the customer journey.

Personalized Value

Created an effortless, personalized experience refined through 400+ interviews. Users favored editable flows, list views, clear pricing, and grouped, visible choices.

One Click, Low Trust

Version 1 preselected options for convenience, but users felt unsure and had to double-check every detail. This flow felt like upselling and left them questioning transparency and choice.

One Canvas, Full Control

Version 2 let users configure every detail, offering full control and outperforming V1 by delighting users with clarity, confidence, and a progress bar that tracked every choice.