AT&T WIreless // WEB APP DESIGN & DESIGN SYSTEM / Design and Strategy Leadership
MST: AT&T’s sales web app
What is MST?
When you walk into an AT&T store, one of the core pieces of software store representatives rely on is designed by my team: AT&T Mobile Sales Tool (MST.)
It provides all of the product information, education and calculators necessary for a sales rep to convert a shopper into a customer. Needless to say, adoption and use of MST are the fundamental KPIs.
We treated MST like a digital product.
I led the design and strategy teams that keep the MST product rolling. There are regular feature additions, content and education updates, and third party partnerships to be incorporated.
The design team also established a design system that allowed for higher-level functionality beyond just displaying content that included rate calculators and quizzes.
Each end-of-year we also provided a year-end performance report along side proposed feature innovations for the following year.
Highlights
Provided design and strategic leadership to the product design team.
Provided product education for everything from wireless to internet to streaming television and more.
The team provided strategy, design, and analytics (via MouseFlow and Google Analytics).
In addition to analytics, we relied on user surveys and interviews to inform the product roadmap yearly.
Results:
~160k users with 52% new users in 2020
~32% increase in sessions per user yearly
~15% increase in user engagement yearly
