AT&T

We paired a new digital experience with an API-driven cart, bringing the offer and the purchase into the same body of work. The project covered web design, UI/UX, strategy and a foundational design system that amplified the build.

I wanted the offer and the cart to feel like one continuous experience. Someone needed to understand what they were choosing, what it meant and what would happen next. I focused on the information that supported those decisions, simplifying anything that competed with it while keeping the details people needed to buy with confidence.

The API-driven cart made the work a product and engineering conversation as well as a design one. I used the purchase journey to work through constraints with the team: where the layout could change, what information had to stay clear and how the design system could make each step feel familiar. Within three weeks of launching, the experience reached a double-digit cart conversion rate. The cart gave customers a way to complete their purchase online, and it quickly began converting better then users over the phone.