CASE STUDIES Customer Driven Product Design
AT&T Atlas Improves Efficiency & Customer Satisfaction
Atlas is a mobile app that supports over 40,000 AT&T skilled field technicians while on the job. Atlas holds all the digital tools and information a tech needs to do their best and most efficient work on a repair or install job.
The Challenge & Solution
Field Techs spend the bulk of their day at customers homes installing and repairing AT&T services. While onsite the tech is unable to view the customer’s account easily, unaware of the surrounding services to up-sell, and the lack of real-time communication between the Tech and AT&T’s services.
What’s good for techs is good for customers and for the business. Efficient techs solve problems swiftly, making customers happy and saving the company money.
Techs need to view assigned jobs, work a job, and close jobs all from their mobile device.
Each job is different, and job tasks vary widely. The core job flow in Atlas needs to provide an experience that feels consistent across every job.
Empathy & Definition
The team leveraged the existing qualitative and quantitative data that included many hours of ethnographic studies. The journey map of the experience provides context and identified many opportunities for the team to attack quickly and make impacts to the customer experience and the business.
Team Makeup
Marty’s Role
Leading UX team in day-to-day functions, mentoring junior designers, and hands-on design.
Evangelize customer-first solutioning across LOBs with Design Thinking methods.
Provide consultative guidance and project status to senior leadership with weekly and quarterly governance presentations.
4 Senior UX Designers drive vision and work stream consensus
4 Jr UX Designers creating intuitive interaction experience across use cases
1 Researcher supporting discovery sessions and user testing
The Approach
Interview customers and stakeholders.
Develop user journey maps to identify pains and define problem statements.
Collaborate with SMEs to develop ideal work flows.
Integrate user testing throughout the ideation phase.
Integrate AT&T’s brand standards and design system.
Collaboration Throughout Ideation
A Collection of Input
The ideation process required the collective input from SMEs and stakeholders. Using Mural the design teams collaborate with all co-creators to define and test the user flows.
Collaboration Throughout Ideation
Design & Test
The Field Tech’s process is complex. Techs communicate to multiple platforms around the globe, review customer account information collect digital signature from customers, and have the ability to up-sell services. The user flows need to be flexible, easy to navigate, and cover all possible scenarios faced by the techs. Sketch and Invision are the tools of choice.
The Results
35% increase in customer satisfaction during in-home tech visits.
Techs could visit more customers resulting in a cost savings of $700M in two years.
17% increase in product and service up-sell during customer visits.