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AT&T

AT&T mobile redesign

 

Problem

We hadn't been able to test into a mobile control. Which meant we had a desktop on mobile control. You read that right. And that just seemed crazy. Needless to say, we needed a winning mobile site.

 

Goal

Create a winning mobile site.

 

strategy

Shorten copy
Streamline user flow based on user path and interaction data
Improve users' ability to compare plans
Clearly and succinctly communicate value proposition
Build value on the AT&T brand and offering

 

results

The strategy and creative direction I helped develop drove a 9% response rate and 14% visit conversion lift. And also led to AT&T using my headline "The power of &" as the lead message in a national TV spot.

 

creative