AT&T
In-store digital experience:
Lily’s Gift Decider
Role
Sr. Experience Designer
Led product strategy to launch, designed IA and “choose your own adventure” logic, work won three LA Addy awards (mobile app and mobile interaction, tools and utility categories)
Skills Used
Product design, data driven design, UX design, wireframing, IA, creative collaboration
AT&T stores have the ability to provide dynamic content to those who connect to their in-store WiFi. I worked on the framework for this system, as well as a creative holiday campaign using their spokesperson Lily. All of this wrapped neatly into the in-store experience labeled “Lily’s Gift Decider”.
Lily’s Gift Decider was designed to help holiday shoppers pick out the right gift, following a “choose your own adventure” dialogue tree.
I designed it to work on in-store TV screens and phones alike based on customer desire for privacy.
I utilized a “No dead ends” approach. User could save lists for later, or discuss with a sales rep while in the store.
The overall back end in-store experience (called AOX) was designed to meet users where they feel most comfortable, allowing them to browse the store at their own pace. Lily’s Gift Decider embraced that and took it a step further by bringing a familiar and trusted face in to help with decision making.
This informed how we would design the UI, code responses, create seamless video assets, and represent AT&T’s business goals for holiday sales.
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Dream it.
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Build it.
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Grow it.
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Sell it.
Team: Dillon Propp, Ali Khan, Patrick Kirkland
In addition to the product work, I also helped the team identify and plan for various points of our photographer’s journey with Picsello.
Each segment had its own strategies to contribute to success, helped by user research, business strategy, and analytics tools (Heap, GA, ahrefs). I helped the team prioritize, plan, and execute on these segments to boost user acquisition and increase subscriber retention.