Projects

AT&T Device Trade-in with Upgrade

The objective was to reimagine a device trade-in experience that empowers customers to complete the experience seamlessly while building confidence and trust in AT&T's Trade-in Program.

Skills

Site Scrub

Content
Audit

Research

Data
Analysis

Content
Strategy

Design
Sprint

Prototype

User
Testing

Content
Model

Executive
Summary

Process

01

02

03

04

05

Content Audit & Analysis

Research

Conducted a full content audit of the end-to-end device trade-in experience across all touchpoints, applications, and channels

Conducted consumer and marketplace research through

Surveys
Market trends
Competitive analysis
Experimentation

Content Strategy

Design Sprint

Set the goals for both the customer and the business
Established the KPIs
Defined the actionable audiences
Determined the top use cases
Brand to customer communications

Decided on the appropriate content types needed to best drive customer engagement

Defined lexicon
Wrote prototype copy
User testing
Iteration

Content Model

My custom "experience model document" broke down the prototype content into all of its elements (purpose, schema, tagging, etc.) and demonstrated how the content will be deconstructed to move through a modern tech stack.

Content Strategy

Empowered customers to self-appraise their trade-in device
Defined a lexicon commonly used in other industries to ground the customer in this experience
Made it easy to pre-qualify customers for offers
Set clear customer expectations about device trade-in process
Kept the customer well-informed throughout the experience
Set a strategy to streamline brand-to-customer communications

Results

Reduced the average time to completion from 22 to 7 minutes
Task completion up 29.7% month-over-month
Increased digital channel share from 7.6% to 15.5% month over month
12.7% lift in customer satisfaction (CSAT) month over month

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