AT&T iPhone upgrade
Product design strategy drove 230% growth and 80% faster time-to-market
Streamlined for impact
A clunky, uneditable multi-step flow frustrated iPhone upgraders. Reducing it to 8 editable steps doubled online upgrades with a smoother, flexible, and personalized experience.
Role: Principal Product Designer, collaborating with Product, Data, Engineering, and Research teams.
Effortless. Simple. Personalized.
AT&T’s refreshed global design system shaped a unified and delightful experience across the customer journey.
Consistent & Refined Flow
Refined through 5 testing rounds, focus groups and 400+ surveys, the experience delivered customization with editable flows, clear pricing and intuitive choices.
User Testing
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, giving users full control while boosting confidence, transparency and engagement over V1.
One Canvas, Full Control
Final Approach
One screen for device comparison, customization, and cost tracking.
Doubled Upgrade Growth
Rolled out the single canvas flow in three months, resulting in a 230% spike in online upgrades and setting a new record.