AT&T Mexico's e-commerce redesign and platform migration increased the conversion rate from 0.42% to 29.39%.
Lead Product Designer
Lead Product Designer, 1 Senior UX Designer, 1 Visual Designer, Associate Director, Creative Director, PMs
February 2023
7 months
Published online
The main challenge we faced was the limited knowledge of the Mexican market. We addressed it by presenting three key points to the client during the kickoff meeting.
This is me presenting our learnings to AT&T in México
Some individuals couldn't locate the plan or phone they sought. The purchasing process contained unnecessary obstacles and lacked clarity.
They were seeking enticing offers, clear plan benefits and terms, and a standout phone.
We aligned with AT&T on the primary task, which was to streamline plan configuration and optimize flows to boost sales
The new homepage prioritizes guiding users towards areas that drive conversions, unlike the old website's unclear structure. The content strategy focuses on showcasing key promotions, plans, flash sales, new devices, popular brands, and lifestyle content to achieve this.
The new plans page clarifies benefits, simplifies plan comparisons, and offers clear CTAs for easy decision-making.
The revamped product listing page makes finding phones easier with a prominent search bar. It also prioritizes filters and tags to help shoppers quickly identify phones based on their desired features and benefits.
The goals was to use bold visuals to highlight phone features, while clear content emphasizes benefits. A focus state guides users during plan and phone selection.
We've minimized the number of steps for a quicker flow. Pre-populated information and in-line editing make completing the form faster. Additionally, guest checkout allows you to purchase without creating an account.
By implementing key features, including a streamlined checkout experience, we achieved a significant increase in customer purchases, driving substantial sales growth for ATT.
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