| Winning 8-figures in revenue from a Fortune 100 company
A lot of zeroes
How I led Centerfield through AT&T’s testing us against their agency of record and won us 8-figures in revenue.
My Role:
Product Design Manager
Stakeholders:
VP of Product
SVP of Media
Sr. Director of Media Buying
AT&T’s Senior Leadership
Timeline:
1 month for initial build
3 months of testing
Team:
Junior Product Designer
Senior Product Designer
Product Manager
🏆
A competition presented itself—
If we could outperform AT&T’s own .com in a three month head-to-head test for customer acquisition, we would win the first position rights for their paid search.
We needed to create an entire att.com partner site in just four weeks.
01.
We began with my framework.
We annotated and organized as many different points of consideration as we could.
In that process, I had the team zoom out even further to contextualize our shared perspective.
I needed every decision to precisely support the product and UX lenses.
Aligned, I had the team begin plotting what the users’ flows should be for internet, wireless, and bundles.
02.
Right, our wireless flow.
I stressed behavioral logic within each flow, we had to deliver users a meaningful result in order to close the circle of
their journey—
03.
Our “Thank You Page,” what the user flows terminate into, was key.
We need to ensure visitors felt their time was invested, not wasted, so they continued into the customer journey via our other channels: phone, email, and SMS.
Internet’s Thank You Page
Without David : (
🥴 No product tailoring or obvious value
🥴 Ignores users' input information
🥴 Drew 39% less sales than the right
Internet’s Thank You Page
This thank you page design was used on an AT&T site we had built in the past.
With David : )
✅ Reflects users’ priorities
✅ Explains the recommendation
✅ Brought hidden value of service forward
✅ Surfaces hyper-gig speeds
04.
With an entire site completed in record time, the head-to-head test began on schedule but the real work had just begun.
We would now begin testing as many UX and product strategies as we could within the next three months.
We finalized the site flows for the wireless, internet, and bundle pages after reaching consensus between executive stakeholders, media buying, and product teams.
05.
“What about confetti?” I asked my sites design team. In thinking about delight as a heuristic, I wanted us to think outside of the box.
It’s me, pitching to AT&T— totally real pic!!
I leveraged my past experience in creative direction for a particularly ambitious A/B test.
The rough concept mock shared in the pitch— NOT high fidelity.
🎊
“Truthfully, something this delightful feels entirely right for AT&T…”
And after some compromising,
we did it!
We launched our test with
confetti for users who qualified
to switch to AT&T for free from
competitive providers.
The client said no, immediately,
but I didn’t give up.
Instead, I met with the AT&T’s brand team and pitched my concept.