AT&T | Design Jam
AT&T offers three different TV products to fit users needs, but what are they and what are the differences?
CHALLENGE
Design a transparent and clear merchandising experience which communicates the different TV product offerings and asserts AT&T as the best provider in entertainment. The goal is to deliver a customer-centric mobile prototype by the end of a two-day design sprint.
MY CONTRIBUTION
I was nominated to participate in the 2018 AT&T Mobility & Entertainment Group Design Jam consisting of two days of intense, dynamic, creative collaboration using Google Design Thinking methodology. As part of an 8 member cross-functional team, I operated as both UX designer and prototyper. We were tasked with developing a customer-centric mobile prototype to be presented by the end of the second day along with nine other teams. Prototypes were tested with actual AT&T customers and teams were competing for an internal innovation design award.
PROCESS
Understand | Sketch | Decide | Prototype & Evaluate
Understand
During this initial learning phase, we used the following methods to gain customer insights:
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10-minute expert interview (lead marketing manager for OTT services)
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Lightning Talks on ethnographic research, customer perspectives: TV, and Personalization
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Developed “How might we” statements followed by the creation of an affinity map, organizing and prioritizing similar themes
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20-minute focus group sessions with actual AT&T customers​
This process allowed us to simulate the customer journey and develop an understanding of common barriers.
Personas
Sketch
Through a four-step sketch exercise, we were able to propose solutions to address both the challenge and the barriers. We then narrowed our ideas down to a single concept. This provided us the opportunity to move from the abstract to a concrete solution. Our concept was to provide a “help me choose” option that would walk the customer through a set of questions to help them determine the best TV package for their needs. Two different models were proposed; a chatbot model and a questionnaire model.
Decide
Our next step was to choose between the two models. Our chatbot model had a personal feel and was selected in order to facilitate better customer engagement. Once this path was selected, we created a set of low-fidelity wires.
Prototype & Evaluate
Here we assigned tasks to our team. I focused on wireframing and prototyping along with another UX designer. We quickly laid our ideas out in Sketch and proceeded to collect assets from our visual designer and content from our writer to build out the prototype.
We were able to present our prototype in a second focus group session prior to our presentation and the overall consensus was positive but we also discovered a few shortcomings, which could be addressed in future projects.
Key Takeaways
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7 out of 8 customers liked the "Help me decide" model we set up to help users find relevant TV packages, one stating that "it feels like I'm having a conversation with a real salesperson".
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Two commented on how easy it was to compare package channels. This was something they had trouble finding in previous attempts, ending in frustration.
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6 of 8 found the product titles easier to understand, two weren't sure exactly what "streaming" meant.
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Without validating an address we aren't able to recommend accurately priced TV products and packages.
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Users would like a way to be able to add their own TV stations or shows
Low-fidelity wireframes
Prototype in Principle
Final prototype
Our team completed the Design Jam winning two awards. We received the Entertainment Challenge award (voted by leadership panel) as well as the People's Choice Award (voted by all of the Design Jam participants).
This event was very intense. As we condensed Google's five-day sprint model into two days. ​
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The Design Jam used a rapid, collaborative process to quickly solve key business challenges. This process applied design thinking approaches that focused on the customer which I can apply to any number of challenges to get to better solutions faster.
RESULTS/REFLECTION
