AT&T: Redefining the
Upper Funnel Experience

Project Overview

In a competitive digital environment, AT&T sought to improve its upper funnel pages to drive traffic and boost conversions. These pages, including 5G wireless offerings, Fiber plans, and seasonal promotions, are crucial for guiding potential customers through the conversion funnel.

Hella Creative Solutions was brought in to collaborate with AT&T's Marketing, Design System, Business As Usual, and Legal teams to revamp these high-impact areas. The primary objective was to increase user engagement through a user-centered redesign, leveraging A/B testing and heuristic evaluations to inform and validate decisions.

Challenge & Objectives

AT&T recognized that its upper funnel pages were underperforming, with lower-than-expected traffic and suboptimal conversion rates. The existing design struggled with navigation issues and lacked clear user guidance, making it difficult to turn visitors into customers.

Key Challenges

• Poor traffic and engagement rates on key funnel pages
• Complex navigation and lack of clear user guidance
• Stakeholder alignment across Marketing, Design System, Business As Usual, and Legal teams

Objectives

• Improve traffic through the funnel by redesigning key pages with a user-centric approach
• Implement A/B testing to optimize navigation, CTAs, and content layout
• Ensure stakeholder alignment while balancing varied needs of different teams

Discovery & Research

We began with comprehensive heuristic evaluations, leveraging a custom measurement tool developed by Hella Creative Solutions to assess key issues in usability, navigation, and design consistency. This evaluation was followed by extensive A/B testing, focusing on user interaction data from the 5G wireless and Fiber offerings pages.

Heuristic Evaluation

The tool was based on principles from industry best practices, including Nielsen Norman Group heuristics. It helped prioritize key areas for improvement, such as page load times, ease of navigation, and call-to-action prominence.

Key Insights

• Visitors needed quicker access to relevant information, particularly on 5G offerings and Fiber services
• Legal and compliance-driven content often disrupted the flow, especially in ACP information flows

Strategy & Planning

To address these challenges, we developed a strategy rooted in iterative testing and collaboration. Given the complexity of AT&T's internal stakeholders, we established weekly checkpoints with the Marketing, Design System, Business As Usual, and Legal teams to ensure alignment across objectives.

A/B Testing Strategy

We created several variations for the 5G wireless and Fiber plan pages, testing elements such as navigation menus, CTA placements, and copywriting.

Stakeholder Collaboration

We facilitated workshops to align goals across teams. This ensured that marketing objectives, legal compliance, and design consistency were met without sacrificing user experience.

Design & Implementation

The redesign focused on simplifying the user journey and improving visual hierarchy to make key information stand out.

Navigation Improvements

Streamlined the navigation across upper funnel pages, reducing the number of clicks needed to access essential information.

Responsive, Mobile-First Design

Optimized the pages for mobile users, ensuring seamless browsing across devices.

Content Layout & CTAs

Repositioned calls to action based on testing results, making them more prominent and better aligned with user flows. CTAs on the Fiber plan page were moved higher on the page, resulting in increased click-through rates.