AT&T Price Billing
AT&T
UNDERSTANDING YOUR BILL
ROLE
Balancing business requirements, technical constraints, and user needs while modernizing the cart experience.
CHALLENGE
The challenge was ensuring the pricing and billing structure was clear, easy to understand, and consistent across different stages of the purchase process to build customer trust and confidence.
ROLE
UX Design
UI Design
User Reserch
TIME
3 Months
TASK
Design a user experience that clearly communicates pricing, billing estimates, and charges, ensuring customers understand their costs and feel confident about their purchase.
TOOLS
Figma
User Zoom
My Process
Discover
Competitive research revealed how competitors present pricing breakdowns, manage promotions, and handle billing estimates, allowing the identification of gaps in clarity, offer visibility, and the overall flow of information during checkout.
Ideate
During ideation, opportunities to simplify the billing structure, improve the grouping of charges, and use clearer, customer-friendly terminology were discovered to reduce confusion and ensure a more intuitive checkout experience.
Protoype
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
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.
The final version streamlined the user experience, integrating key insights to improve understanding of pricing and billing details. The recommendation was then sent to the VP of Shop and Purchase for review and approval.