Defining and designing enterprise product tiles for high-traffic B2C ecommerce

Portfolio | AT&T | Product Tiles
This work was part of AT&T’s enterprise design standards initiative. The redesign effort involved reimagining everything from typography to atomic UI patterns and mashups across the board.
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B2C
Responsive Web
My roleMy responsibilitiesMy collaborators
Lead IA and Visual DesignerUse critical thinking and best practices to reimagine future-state product tile designs for the B2C buy flow funnel.Principle Director of Design, Accessibility, Usability, Engineering, Brand
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Improved throughput across the B2C purchase flow
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Reduced time-to-complete checkout by ~8%

Challenge

I was asked to reimagine the the highly visible AT&T product tile with a refreshed look and feel while addressing key user and business pain points.

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Current-state audits

➤ Best practice research
I inspected the product tile’s current state taking inventory of the content and views the product tile occupied under different situations. This discovery exercise excited conversations that ultimately informed future-state functional specifications and content requirements.

Findings

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Approach

As principal design lead, I refined redesign concepts for high-traffic product tiles through bi-weekly feedback sessions with two design directors.

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Current-state audits

➤ Best practice research
I inspected the product tile’s current state taking inventory of the content and views the product tile occupied under different situations. This discovery exercise excited conversations that ultimately informed future-state functional specifications and content requirements.

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Outcomes

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