Date: March 2021
Project Synopsis:
Our team was challenged to rethink how current customers view and pay their monthly service bills (FastPay) electronically. We were encouraged by senior leadership to prototype the best possible customer experience that would provide ease and make better use of untapped "digital real estate."
Role: Senior Content Strategist
Team:
Chong K. (Product Owner)
Russ R. (Product Designer)
Steve K. (User Researcher)
Semeena S. (Experience Strategist)
Russ R. (Product Designer)
Steve K. (User Researcher)
Semeena S. (Experience Strategist)
Responsibilities:
Content Strategy
UX Writing
User Research
Prototyping
UX Writing
User Research
Prototyping
PROBLEM STATEMENT
Historically, the AT&T Fast Pay experience has presented several obstacles for our customers to complete the View and Pay Bill flow. A combination of complex and antiquated verification requirements makes the current Fast Pay experience anything but fast. As a result, 96% (3.72M customers) do not complete the Fast Pay flow. Our team was tasked with re-examining the current AT&T Fast Pay experience and discovering how unauthenticated log-in could make this experience faster, and less frustrating for our customers (ultimately making it more convenient for customer to pay their bills).
RESEARCH
We worked closely with our internal data partners to source historic findings surrounding how frequently AT&T customers were completely the View and Pay Bill journey flow (i.e., two years worth of data), and initiated several first-party surveys to collect current customer sentiment of the bill pay experience. In addition, as individual team members, we engaged in competitive research to analyze other similar) experiences.
OPPORTUNITY
Apply thoughtful strategy around the customer experience, design, and content to create a better View & Bill Pay experience, enabling customers to complete the flow easily.
OUTCOME
Our team developed a live prototype to present to senior leadership to address areas of opportunity within the View & Bill Pay flow and provide how best to keep customers within the flow for potential business cases (i.e., upsells).
RESULTS
Senior leadership received our prototype, research, and recommendations very well and were approved for development in late Q4 (2021).
