Old AT&T homepage
AT&T.com homepage Redesign: Personalization insights
Overview
While at AT&T, I conducted generative and evaluative research guiding the early development of a new AT&T homepage. The generative research focused on understanding the home page needs of AT&T users and how personalization would potentially improve their experience.
Personalization was explored using a mixed method approach, including a survey, a competitive review to evaluate how best-in-class sites personalize their home pages, and semi-structured interviews that combined some participatory design and early concept testing.
High Level Findings:
Customers valued personalization as well as companies that choose to tailor their websites for them, but some noted that they wanted to control it to better suit their needs.
Most customers generally had the expectation to log in to see a personalized experience, and some expressed uneasiness if they see personalization outside of that context, particularly when it followed them across different websites.
There were opportunities to improve the AT&T home page by simplifying the login experience, prioritizing content and recommendations based on the customer’s account and what they do on a typical visit, giving customers the reins to tailor content to their needs, and offering an easily discoverable rewards program.
Methods
Competitive Analysis, Survey, Interviews, Participatory Design, Concept Testing, Usability Testing