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AT&T is developing a new bill design that will increase the bill’s utility to the business, optimize the billing experience for customers and support how AT&T is expressed as an integration of product offerings. The AT&T billing experience can be more than just a service summary. It is a powerful opportunity to reflect the evolving brand and how their services work together more simply and easily.
Research revealed that customers want a bill that feels like one-stop shopping – concise, straightforward, easy to read and helpful. However, the current bill experience fell short. It was extremely complicated, containing excessive information and convoluted explanations. In addition, changes were hidden and key information was inconsistently displayed in the bill design layout.
Using the new AT&T experience principles (simple, inspiring, seamless and personal) I led a cross-functional team consisting of strategists, writers and designers to develop bill prototypes that would exceed customer expectations.
In-house customer discussions allowed the team to hear real-time feedback on the bill prototypes and make adjustments as necessary. Internal client socialization was positive and the bill prototypes will move into a next phase of development including in-depth customer research, call center representative feedback and further prototype refinement.