AT&T Business Website Optimization: Marketing Design and Conversion Tools
Selected projects
As a UX Designer at AT&T Business Marketing, I collaborated with cross-functional teams to design conversion-optimized web experiences that help business customers find and purchase relevant solutions.
Featured case study: Navigation Mega Menu
Collaborating team members:
- – UX Designers
- – Business strategists
- – Product strategists
- – Content writers
- – Site operation managers
- – Information architect
- – A/B Testing and Personalization specialist
- – Development
- – UX Researcher
Why This Matters for Business Success
Designing for AT&T's diverse business customers - from small businesses to enterprise accounts - taught me that effective web experiences require understanding both user behavior and sales objectives. When business customers can quickly find relevant solutions and request quotes, it directly impacts revenue and reduces support costs.
Conversion-Focused Landing Pages
Over 8 years, I collaborated with business strategists, product managers, content writers, and development teams to create dozens of conversion-optimized landing pages serving hundreds of thousands of business customers monthly, supporting AT&T’s customer acquisition and lead generation objectives.
Navigation mega menu
Collaborating with an information architect and UX researcher, we created a mega menu to replace the stepped menu, improving business customer product discovery and reducing support inquiries.
APBA Stepped Form
Working with business stakeholders and the development team, I created an intake form that streamlined the transition of new Advanced Phone for Business customers while reducing technician response time and improving customer experience. The form provided relevant questions based on customer status and existing technologies to optimize support efficiency.
Navigation - Pay without Logging In
After collaborating with the UX research team to analyze search data showing ‘pay without logging in’ as a top customer need, I designed multiple payment path options that made each route clearly visible based on customer type, improving user task completion and reducing support calls.
Gated Resource Landing Page
Partnering with the marketing and lead generation teams, I created responsive landing page templates for gated resources that improved business customer acquisition and supported marketing campaign objectives.
Edge Decision Tree
Collaborating with the product strategy team and business stakeholders, I designed a multi-step decision tree that guides potential customers to optimal Edge computing solutions based on their business needs, streamlining the sales qualification process and improving conversion rates.
