AT&T Digital
Following AT&T's acquisitions of DirecTV and Time Warner, I was contracted by Larry Adams to build and lead a cross-functional team reimagining the company's entire digital ecosystem. The mandate was clear: redefine AT&T's digital identity—shifting perception from legacy telecom to a modern platform spanning connectivity, entertainment, and culture.
We designed a channel-agnostic ecosystem anchored in user intent, knowing the discover, try, and buy journey touches dozens of devices, surfaces, and physical spaces. Through rapid sprint cycles, my team of researchers, strategists, and designers explored how AI, conversational commerce, AR, and dynamic content could deliver more personalized, seamless experiences at every touchpoint.
At the foundation was an invisible design system—a modular, data-driven framework ensuring consistent brand expression across in-store, online, and social channels. It unified navigation, taxonomy, brand voice, storytelling, and commerce into one coherent platform that scaled across AT&T's newly expanded portfolio.
The work drove a measurable shift in brand perception—from "traditional telecom" to "innovative entertainment platform"—increasing engagement, improving conversion, and laying the foundation for AT&T's next generation of consumer experiences.
Project Details
Type: Product Strategy & Design
Client: AT&T
Role: Director of Consumer Innovation
In-Store
Reimagined retail as an intelligent, immersive shopping environment. Large-format interactive displays guide customers through product discovery, side-by-side comparisons, and seamless in-store checkout—while interactive feature exploration lets users tap into what matters most to them. By bridging the digital and physical experience, the in-store ecosystem transforms a traditional retail visit into a confident, personalized purchase journey.
Shopping and Product Configuration
Intelligent shopping and product configurationhe simplifies the browsing to buying experience. From AI-assisted search that surfaces the right products based on user intent, to product configuration, and guided setup flows, every touchpoint is designed to reduce friction and build purchase confidence. The result is a personalized, commerce experience that meets customers where they are—and gets them to the right product with clarity.
VR Try and Buy
Transformed discovery with augmented reality trials, allowing users to explore products in their own environment before making a decision. By overlaying interactive, real-time product details and customization options, AR creates a more immersive, confident path from exploration to purchase.
Curated Product Collections
Product discovery through the lens of lifestyle and interest. Curated collections group products, accessories, and service plans around real-world contexts—whether you're into water sports, live music, or the latest tech—blending editorial content, social proof, and shoppable moments into a single, scrollable experience. By connecting entertainment and commerce, the collections platform transforms browsing into inspiration and inspiration into purchase.
Compare Products
Compare products through a seamless, intuitive experience that helps users quickly evaluate options based on what matters most to them. By combining voice controles, smart filtering, side-by-side comparisons, and personalized recommendations, the interface adapts to user intent across devices. The result is a clearer path from discovery to confidence, with simple, informed decisions.
On-The-Go Traveler
Support for the on-the-go traveler enables seamless, real-time experiences that adapt to their journey. From proactive alerts, and app integrations with personalized content and assistance, the ecosystem anticipates needs, reduces friction, and keeps users connected wherever they are.
User and A/B Testing Validation
Design decisions were validated through a rigorous, multi-method research program. Moderated usability studies with real customer groups tested navigation, shopping flows, product configuration, and brand perception across prototype iterations—surfacing friction points and informing rapid refinements. A/B experiments in market along with user ratings comparisons and scrolling exploration analysis ensured both qualitative depth and quantitative confidence.
Design System Evolution
The design system served as the connective tissue across the entire AT&T ecosystem—a comprehensive, modular framework spanning buttons, typography, color, iconography, navigation patterns, and page templates. Built to scale across light and dark modes, device types, and content categories, it unified the visual language of telecom, entertainment, and commerce into a single coherent system. Every component was designed with flexibility and consistency in mind, ensuring that whether a customer was browsing phones, discovering DirecTV content, or shopping accessories, the experience felt unmistakably—and effortlessly—AT&T.
