Resume
1:0

Overview

AT&T Mexico

Summary & Impact

AT&T Mexico's e-commerce redesign and platform migration increased the conversion rate from 0.42% to 29.39%.

Goal

  • Create an easy, educational and shoppable experience within Salesforce constraints.

KPIS

  • Increase conversion rate

Target

  1. Existing mobile service customers
  2. Mobile service seekers

Role

Lead Product Designer

Team

Lead Product Designer, 1 Senior UX Designer, 1 Visual Designer, Associate Director, Creative Director, PMs

Date

February 2023

Timeframe

7 months

Status

Published online

2:0

Starting point

New market

The main challenge we faced was the limited knowledge of the Mexican market. We addressed it by presenting three key points to the client during the kickoff meeting.

Presenting at ATT offices in Mexico

This is me presenting our learnings to AT&T in México

01

Current site audit

Some individuals couldn't locate the plan or phone they sought. The purchasing process contained unnecessary obstacles and lacked clarity.

02

Interviews with the Mexican target audience

They were seeking enticing offers, clear plan benefits and terms, and a standout phone.

03

Client Workshop

We aligned with AT&T on the primary task, which was to streamline plan configuration and optimize flows to boost sales

3:0

Approach

Redesign

Homepage

The new homepage prioritizes guiding users towards areas that drive conversions, unlike the old website's unclear structure. The content strategy focuses on showcasing key promotions, plans, flash sales, new devices, popular brands, and lifestyle content to achieve this.

Old Website

DSM Version 1

New website

Plans

The new plans page clarifies benefits, simplifies plan comparisons, and offers clear CTAs for easy decision-making.

Old Website

DSM Version 1

New website

Product Listing Page

The revamped product listing page makes finding phones easier with a prominent search bar. It also prioritizes filters and tags to help shoppers quickly identify phones based on their desired features and benefits.

Old Website

DSM Version 1

New website

Product Description Page

The goals was to use bold visuals to highlight phone features, while clear content emphasizes benefits. A focus state guides users during plan and phone selection.

Old Website

DSM Version 1

New website

Cart - Checkout

We've minimized the number of steps for a quicker flow. Pre-populated information and in-line editing make completing the form faster. Additionally, guest checkout allows you to purchase without creating an account.

Old Website

DSM Version 1

New website

5:0

Metrics

Impact

By implementing key features, including a streamlined checkout experience, we achieved a significant increase in customer purchases, driving substantial sales growth for ATT.

Old website

0.42%

Checkout to purchase

New website

29.39%

Checkout to purchase

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