Overhauling an activation experience
Easily activate your AT&T service
Comapany
AT&T
DATE
Sept. 2021 - Feb. 2022
TL;DR
As a designer, I improved the phone self-activation experience for AT&T customers, aiming to reduce activation time and support calls. I used models and prototypes to create focus amid a large and complex scope. Collaborating with cross-functional partners, I mapped the journey and designed an ideal-state omnichannel flow. Post-launch, activation time and support calls were both cut by about half.
The problem
Self-activating your phone with AT&T is so frustrating that 63% of customers call an agent for help
Every year, about 20 million AT&T customers activate their new phones themselves instead of in-store with a rep. However, what was supposed to be convenient ends up being confusing and painful. We found that 63% of these customers call an agent for help without even fully attempting self-service and that “activate device” is the company's 6th highest call driver.
MY GOAL
Design an ideal activation experience for users
I aimed to design an actionable future-state experience that would benefit both AT&T customers and employees. This would reduce the time and effort required for customers to activate their phones, decrease agent calls, and position AT&T for a successful transition to eSIM technology.
WHERE TO START?
Our scope was huge and complex — so I abstracted the problem
Between diverse use cases, evolving technology, and an omni-channel process, our scope felt huge. It was difficult to determine where to start and what changes would have the biggest impact . I decided that the problem and solution spaces would need to be abstracted in order to cross the bridge from 'what is' to 'what could be.'
UNDERSTANDING WHAT "IS"
To abstract the current state, I had to become intimately familiar with it
First, I categorized use cases
When my team and I reviewed prior research, we realized just how many different scenarios fell under the umbrella of activation. To make sense of it, I modeled a separation of the scenarios into four key customer goals. This made the scope feel more manageable and gave structure to our next steps.
Then, I synthesized the key steps of each use case
To map customer touchpoints across use cases, I walked through the digital self-service process as a customer, documenting questions and concerns. I encouraged my team to do the same and built process flows as we filled gaps in our knowledge.
Example: New phone number journey
Finally, no experience audit is complete without the user's POV
I partnered with our UX researcher to test the current state with customers, uncovering pain points and unexpected behavior patterns. Through collaborative synthesis, we identified three surprising insights.
Model of what "IS"
I successfully modeled the current state
I condensed all analysis into a single, digestible illustration of the current state. When customers don’t know where to start—or when they respond to AT&T advertisements—they end up on unexpected routes that distract from the main goal: phone activation.
model of what could be
This model was scaffolding to align on the ideal future state
My team and I shared the current state journey map with stakeholders and leadership. Through collaborative ideation and prioritization, we aligned on a future-state model that cut customer routes and tasks in half through 3 targeted opportunities:
- Sending customers reminders to back up their old phone in advance
- Replacing desktop activation of AT&T service with on-device setup
- Consolidating information on opt-in service options
WHAT COULD BE
Prototyping key moments to validate the future state
To test whether the future state experience was achieving the desired results for customers, I created a prototype of the entire activation experience from phone purchase to set up to be tested with 15 diverse AT&T customers. I used the same high-fidelity component library as our current state, careful not to change anything in the experience except what we were testing. This validated the impact of our key changes and helped refine the design plan.
Example: data backup reminders and guide
- Most customers did not mind receiving a reminder through multiple channels
- More people preferred a push notification or a text reminder over an email
- “This guide will help make it least stressful as possible before setting up the phone, and they’re giving me other [non-AT&T cloud] options, which is really good”
— research participant
The execution
Giving customers contextual information about eSIM
- Explained the concept of eSIM, not the word
- Reassured customers to drive acceptance of the technology
- Set expectations of the activation process throughout the purchase journey
Using data backup reminders to smoothen setup
- Started preparing customers for data transfer right after they complete their purchase
- Accommodated personal communication preferences (text, push notification, email)
- Balanced advertisement of AT&T Cloud with information on all relevant backup options
Balancing activation ease and security
- Implemented on-device activation while maintaining security through ZIP code verification
- Provided additional support avenues for activation questions
Consolidating AT&T services and presenting clear choices
- Rolled multiple steps into one AT&T settings page
- Replaced deceptive design patterns with clear information and customer empowerment
- Made service settings easier to come back to later
IMPACT
Upon rollout, customers' time to activate halved
By Nov. 2022, all updates were released to customers. The average time to complete the activation and setup process was reduced from 42 minutes to 20 min! In addition, agent calls for “activate device” were reduced from ~989K/month to ~496K/month and our activation SUS score improved from 62 to 83.
Reflection
This project was exciting not only for its impact, but also for the chance to bridge high-level strategy with design execution. This experience of identifying the core elements needed for success, creating focus within a wide scope, and aligning many stakeholders helped shape the mindset I bring and tools I advocate for in large-scale designs (or re-design) initiatives. I’m grateful to my team for their collaboration and commitment to advancing design maturity.