A 20% usability improvement in the shopping and check-out experience lead to a 250% increase in conversion rates and 100% increase in add-on sales.

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About AT&T Wireless

AT&T is recognized as one of the leading worldwide providers of IP-based communications services to businesses with the nation’s fastest mobile broadband network.


Reduce shopping cart abandonment and increase conversion rates. Improve profit per sale with add-on accessories. Simplify the shopping experience. Complete the redesign in six (6) weeks.


Faced with an extremely aggressive schedule, we employed a number of guerrilla research techniques. We started by visiting local mobile phone dealers to observe customer behaviors, questions and pain points that surfaced during the purchase process.

We supplemented the man on the street method with burrito lunch interviews, inviting internal employees who fit the customer profile, but weren’t on the AT&T wireless project to a round-table interview in exchange for a free lunch.

In order to maintain consistency in the experience, we developed a pattern library for the team of two (2) interaction designers, 12 visual designers and 14 developers. This enabled us to run design and development in parallel and meet the six (6) week deadline.


Prior to the redesign, the shopping experience was segmented into pick a phone, pick a plan and add some accessories model, leaving customers feeling lost and overwhelmed with thousands of choices.

One of the most influential research findings was the customers’ view of a phone, plan and any accessories as a complete package rather than individual pieces. This became an underlying theme in the redesign.

Our redesigned pick your package model streamlined the decision making process, which mapped closer to the customers’ mental model. This shift from pick a phone, pick a plan and add accessories to pick your package drove customer conversions from less than one percent (1%) on the seventh (7th) visit to two-and-a-half (2.5%) on the second (2nd) visit. That’s an 850% improvement. In addition, we were able to double their add-on sales. Not too shabby.

Services Utilized

  • Ethnographic research
  • Persona development
  • Usability testing
  • Web analytics
  • Product strategy
  • Interaction design
  • Prototyping
  • Visual design
  • Pattern library development
  • HTML/CSS/JavaScript development