AT&T – new product launches

Branding, marketing, product stories

I've overseen design for many new products for AT&T. Here are a few favorites.

Why AT&T

Why AT&T is AT&T's branding page. It communicates AT&T’s wide variety of mobile and internet product offerings and reasons to enroll for prospective customers. The goal is to increase customer acquisition, lower attrition rates, and build brand equity.

International travel plans

AT&T International Day Pass^® allows you to use your phone internationally as you do at home, with the same talk and data allowances on land and sea. I oversaw design for numerous iterations of the plan, including the latest in which the land and cruise travel plans were combined into one plan. We created the hero by using AI to manipulate a travel image we sourced to add a cruise ship and phone.

HomeTech Protection

AT&T HomeTech Protection^SM is an insurance plan that provides repairs, replacements, and technical support for home electronics like TVs, laptops, game consoles, and speakers. I oversaw design of the digital launch, including the desktop and mobile landing pages. We developed a video for the landing page hero to tell the story of why device insurance is important–focusing on engaging, joyous device experiences that bring people together.

AT&T Active Armor

Active Armor^® is AT&T’s security product that safeguards customer’s data and mobile devices, and protects users from spam, scams, and cyber threats. I oversaw design of the digital launch and subsequent updates, overseeing a 23% increase in take rate YOY through A/B testing and creating a cohosesive customer journey.

The product is app-based and we designed the pages with a mobile-first approach. The landing page has a different experience on mobile vs desktop, since the purpose of the mobile page is to download the app and the purpose of the desktop page is for the customer to scan a QR code to install the app on their mobile device.