AT&T

Digital Life

Website | E-Commerce

Transforming a B2C e-comm platform into a scalable, enjoyable customer experience.

Creative Direction

Creative Team
_Tamara Orgias, User Experience Architect
_Ricky Tse, User Interface Design
_Marlo Sollitto, Copywriting

AT&T Digital Life is a smart home security and automation service that you can use remotely with an app on your smartphone.
Through its e-commerce site it offers service plans and devices for home security and home automation.
Through the Digital Life app, customers set up and receive alerts based on activity happening in the home, and remotely control tasks like locking doors, turning on lights and adjusting thermostats.
Our agency was engaged by AT&T Digital Life to modernize its non-mobile-friendly website.
The site architecture was unscalable and couldn’t accommodate expanding products and services. Its upper funnel customer experience was confusing and inconsistent making conversion difficult, and the shopping flow was a disjointed experience as users were passed back and forth across back-end systems.
Content was lacking a consistent tone of voice and new services needed new content to support their rollout.
Customer support was critically inadequate and driving calls to customer support, as well as poor reviews of the services. Finally, use of the brand aesthetic in the UI was causing confusion and increasing friction for site users.
We restructured the site architecture to ensure future scalability, streamlined and enhanced the shopping flow, created new functionality and content to improve customer education and support, re-envisioned use of the brand aesthetic to improve usability, and made the website responsive across mobile, tablet and desktop devices.
Key Deliverables
_Site strategy
_User experience
_Visual design
_Copywriting
_20 unique page templates
_Prototyping
_Usability testing
_Product photography
_Web style guide