AT&T Activation Experience - eSIM
While only about 1% of AT&T’s customers used eSIM at the start of the project, GSMA Intelligence projected 2.4 billion eSIM connections globally by the end of 2025, a substantial paradigm shift for all major carriers.
AT&T didn’t currently have a comprehensive view of current customer friction, journeys, and processes for varying activation use cases. As a result, our research goal was to evaluate friction and complexity across varying activation use cases to identify the biggest areas of opportunity
Service
User journey discovery
Client
AT&T
What we did
The team took a multi-phased approach to the work that started with a research assessment of the current state.
Gathered data
DETAILED SPECIFIC USE CASES
Worked with the wireless Customer Experience, Customer Advocacy teams, and subject matter experts to gather to understand the nuances of activation journeys as they exist today.
Synthesized friction areas
SYNTHESIZED FRICTION AREAS
Reviewed stakeholder interviews, analyzed internal report data, CX surveys and visually organized all information on potential friction points and opportunities.
Create flows and maps
EXPANDED OUR JOURNEYS
Iterated on user journey map artifacts to add clarity and communicate the friction areas. We also developed content hypotheses for further testing.
DATA DRIVEN USER JOURNEY MAP
SPECIFIC USE CASE EXAMPLE - BYOD
THOROUGH HEURISTIC EVALUATION
Hypothesis Validation Workshop
Hypothesis Presentation
SHARING THE DIVERGENCE PROCESS
We presented what we’ve learned and what we’ve heard through our stakeholder and customer research that informed our hypotheses'
Stakeholders were asked to participate in several activities to validate and prioritize these hypotheses, as well as develop additional ideas
Why we did it
CONVERGING ON IDEAS TO PURSUE
Following this session, we used the information gathered to help inform an ideal state to prototype
We’ll then test this prototype with users to validate our designs
Desired outcome
CO-CREATION HELPS ALIGN
The output of this session will set our direction and focus for the rest of this program
We need your assessment, input, and ideas to ensure we are addressing the most valuable opportunities for our customer and the business
Where we landed (targeted next steps)
OUTPUT OF VALIDATION WORKSHOP
The use cases with the most friction are when customers are switching to AT&T
Biggest opportunities identified
BYOD
How might we reduce activation errors
Port-in
How might we speed up resolving issues
Additional opportunity areas
STRETCH GOALS/OTHER IMPORTANT USE CASES
International travel
Short term SIM swaps for travel?
Dual SIM
Handling dual SIMs of different types?
Additional eSIM profiles
How will we handle dual eSIM activations?
My role
As Senior Lead UX Designer I was a hands-on design lead for several work streams. I worked directly with the design director, UX researchers, content strategists, and technologists to understand the problem space. As the most senior member of a talented team of designers, I mentored junior staff while also rolling up my sleeves facilitating cross-functional work sessions and creating designs to move the product vision forward.
Even with the best design process, the main challenge is always aligning diverse groups of stakeholders on our findings and experience recommendations. To this end, I employed my visual storytelling background to create a narrative of the work that was easily understood to align a diverse group of stakeholders across the enterprise.
The Team
