AT&T Cart Redesign
AT&T CART
REDESIGN
ROLE
As the Senior UX Designer, I spearheaded the redesign of the AT&T shopping cart page. My responsibilities included leading the design strategy, conducting user research, and creating wireframes and prototypes. I collaborated with cross-functional teams to ensure the design aligned with AT&T's new design system and brand identity.
CHALLENGE
The main challenge was to improve the user experience, boost conversion rates, and reduce cart abandonment. This involved clearly presenting the various charges—monthly, due today, and one-time fees—to users. Additionally, the design had to personalize the shopping experience and integrate upsells in a positive manner without being distracting. All these objectives needed to be achieved while ensuring a seamless transition to the new design system without disrupting existing conversion rates.
TIME
1 year -6 Sprints; includes New User, Existing User, Add-A-Line, Small Business, Upgrade, Signature User flows.
My UX Process
Empathize & Define
The redesign process began with brainstorming sessions collaborating with peers and stakeholders. Extensive discovery and research, analyzing user behavior to identify friction points in the cart and checkout experience. A competitive benchmark was conducted to evaluate best practices in e-commerce and telecom UX, mapping out key pain points related to pricing visibility, add-ons discovery, and multi-line management.
Ideate
During ideation and initial discussions, first-draft wireframes were created to highlight areas needing improvement. The idea for an add-ons carousel was introduced to accommodate device protection, accessories, and plan extras, allowing users to view available options without interfering with the checkout process. Dedicated sections, such as trade-ins, promotions, and auto-pay enrollment, were updated for ease of use, creating a more structured and user-friendly flow.
Protoype & Test
Prototyping and testing focused on building interactive prototypes for different customer journeys, including new customers with or without trade-ins, existing customers upgrading their devices or adding a line, and BYOD (Bring Your Own Device) users. The new add-ons menu was tested for usability and efficiency, featuring an expanded view for clearer selections, a carousel for quick browsing, and applied add-ons displayed as chiclets for real-time visibility. Usability testing validated the effectiveness of these enhancements, ensuring that users could make decisions more easily and efficiently.
Refinement
In the design refinement phase, pricing visibility was improved by clearly distinguishing between the due monthly and due today breakdowns. The device panel was reorganized to separate core device details from add-ons, creating a cleaner, more intuitive layout. High-fidelity UI designs were developed with accessibility in mind, adhering to WCAG-compliant contrast and text hierarchy guidelines. Detailed developer specifications were provided to ensure precise implementation of the design.
Implement
Implementation and optimization involved close collaboration with engineers to refine interactions, particularly around dynamic pricing updates and real-time cart adjustments. Post-launch data was analyzed to track improvements in add-ons adoption, checkout completion rates, and promo utilization. Heatmaps, A/B testing, and customer feedback informed further optimizations, ensuring a continuously refined and user-centered experience.
Metrics
The new cart and checkout process has been designed to make the buying process simpler and more streamlined. We have improved the overall layout and navigation to ensure that users can easily add items to their cart, adjust quantities or make cart edits, add upsells for accessories/insurance and proceed to checkout without any hassle.
Improvement in cart progression to checkout
Improvement in cart conversion
Lower exit rate on cart page.
