Customer Journey Optimization
AT&T Device Trade-in with Upgrade
High-value journeys demand precision. AT&T’s Device Trade-In with Upgrade experience sits at the intersection of revenue, retention, and customer trust. Customers navigating this flow must evaluate eligibility, device valuation, promotional incentives, installment plans, and legal requirements — often within a single session.
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. The opportunity was not simply content refinement. It was friction reduction within a revenue-critical journey.
The Challenge
The trade-in experience was complex by nature:Multiple eligibility rulesDynamic promotional offersDevice valuation variabilityLegal disclaimers and compliance requirementsPersonalized upgrade pathsCustomers needed clarity and confidence, yet the journey introduced cognitive overload at key decision points. Business rules were accurate, but the experience required simplification without sacrificing promotional integrity or legal compliance.
Skills
Site Scrub
Content
Audit
Research
Data
Analysis
Content
Strategy
Design
Sprint
Prototype
User
Testing
Content
Model
Executive
Summary
My Role
As Lead UX Content Strategist, I led the end-to-end content strategy and journey optimization for AT&T’s Device Trade-In with Upgrade experience — a revenue-critical flow within the digital ecosystem. I conducted friction mapping and behavioral analysis to identify drop-off points, simplified complex valuation and promotional messaging, and aligned dynamic content with personalization and business rules. Partnering closely with UX/UI, product, legal, business, and engineering teams, I ensured the experience balanced clarity, compliance, and conversion performance while supporting scalable, data-driven iteration.
Process
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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
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Surveys
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Market trends
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Competitive analysis
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Experimentation
Content Strategy
Design Sprint
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Set the goals for both the customer and the business
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Established the KPIs
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Defined the actionable audiences
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Determined the top use cases
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Brand to customer communications
Decided on the appropriate content types needed to best drive customer engagement
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Defined lexicon
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Wrote prototype copy
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User testing
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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
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Empowered customers to self-appraise their trade-in device
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Defined a lexicon commonly used in other industries to ground the customer in this experience
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Made it easy to pre-qualify customers for offers
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Set clear customer expectations about device trade-in process
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Kept the customer well-informed throughout the experience
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Set a strategy to streamline brand-to-customer communications
Results
The transformation strengthened clarity and confidence within a high-stakes upgrade journey. By reducing cognitive overload and aligning personalization with transparent messaging, the experience supported improved engagement, smoother task progression, and stronger conversion stability in a revenue-critical flow.
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Reduced the average time to completion from 22 to 7 minutes
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Task completion up 29.7% month-over-month
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Increased digital channel share from 7.6% to 15.5% month over month
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12.7% lift in customer satisfaction (CSAT) month over month
