BROOKE NEACE EXPERIENCE DESIGN
AT&T's products and services are complex, and so are the customer journey's that go along with them. Returning devices and equipment was an often forgotten-about experience, until trade in promotions brought in large return volumes and high amounts of user friction. Our team set out to look broadly at simplifying the customer experience for returns which involved understanding how we operate within reverse logistics and the supply chain.
Understanding the basics of the business models and strategies for which we’re working on will allow us to spend less time explaining the design and more time designing it. It will also make us more credible. We can’t expect our counterparts to listen just because we’ve arrived. How might we increase impact and value of our work by learning how design connects to the bottom line?
While working for Papa John's, we reviewed our metrics to prioritize our optimizations backlog. We discovered mobile web traffic was 4x more than desktop but conversion rate was substantially lower. Data and usability testing told us that there were opportunities to increase conversion rate on mobile web by optimizing the user experience.
In 2020, the COVID-19 pandemic changed how people interacted with restaurants. In response, businesses reacted by providing more options for customers and employees to safely pickup and serve food. At Papa John's, we faced a number of challenges to research, design, and operationalize a curbside pickup experience that met customer needs.
We set out to make our digital experiences simple, modern and fun while meeting our goals of reducing user friction, adding customer value and achieving business outcomes.