AT&T KNOWN KNOWNS

The Known Knowns allowed AT&T to evolve with the demands of its customers

CHALLENGE: What Do You Know?

The Digital Design leadership team learned from an employee survey that everyone had to individually dig up the same research results over and over to their project teams.

The organization needed a shared understanding of overarching insights into our customers’ needs and mindsets that repeatedly surface in user research.

SOLUTION: Bringing It Together

The Digital Design leadership selected my team and I to create an online and printed version of what came to be dubbed the Known Knowns. We audited and categorized research-based summaries of the thoughts and needs of our customers around themes (sales, service, and support) from the previous two years.

RESULTS: Leading A New Way

The Digital Design leadership team now had the ability to focus the organization on data and research upfront; step one of moving from a business-centric to a user-centric strategy. We took the Known Knowns site and book on a roadshow across the five hub locations in the Digital Organization.

Known Knowns has helped interdisciplinary teams focus on the user versus relying on intuition alone. An unanticipated benefit was a 27% increase in external teams requesting UX research from 2016-2020.

My Role: Design Lead: Branding; Graphic Design; Editorial Design.
Team Partners: Senior Leadership, Data.

BEFORE

AFTER

Imagery

Style guide

USER-CENTRIC STRATEGY

The book shows the summary of the needs and wants of our users.

KNOWN KNOWNS

*The leadership is very enthusiastic about having a modern system to access user information worldwide.*

Our team compiled, documented, and designed the format for important user research insights. This put them in the hands of designers, developers, product managers, and executives. Then we’d no longer have to churn on repetitive issues.