AT&T

Senior UX/UI Designer, AT&T Creative Services – Media & Telecom Platforms
‍

At AT&T, I delivered strategic UX/UI solutions for major media and telecom clients—including AT&T U-Verse Online and Disney—focusing on video-on-demand, mobile entertainment, and internal support tools. My work balanced creative innovation with system-level thinking to simplify complex workflows, elevate engagement, and drive measurable improvements in customer and employee experiences.

I led the design of end-to-end user interaction models and cross-platform UI systems, improving usability and content discoverability across VOD experiences. By applying deep visual expertise and iterative research, I reduced navigation friction by 25% and increased successful content interactions by 15%. I also delivered fully responsive prototypes, helping accelerate design-to-development alignment and cut production cycles by 30%.

Case Study: AT&T – Transforming the Agent Support Experience

Overview
AT&T aimed to modernize its internal customer support tool—used by thousands of agents—to reduce call times, improve first-call resolution, and increase agent satisfaction. I led the complete redesign of this tool, transforming a clunky, outdated interface into a high-performance platform optimized for real-time support and scalable training.

Challenges

• Legacy workflows were complex, non-linear, and required agents to manually stitch together information from multiple systems.
• Irrelevant data and poor search made it difficult to access the right information quickly.
• Agents lacked contextual support, resulting in inconsistent resolution outcomes and low satisfaction.

Approach

• Research & Empathy: Conducted agent shadowing sessions and interviews to identify cognitive friction and ideal workflows.
• Workflow Simplification: Consolidated multi-screen flows into guided, single-screen experiences for top call drivers (billing, connectivity, account access).
• Contextual UI Enhancements: Introduced dynamic prompts, inline help, and real-time search enhancements to reduce manual effort and guide agents through resolutions.
• Dashboard Redesign: Created a unified agent dashboard showing customer history, diagnostics, and suggested next steps—all in one view.
• Performance Integration: Built-in tools to display call metrics and provide feedback for coaching and continuous improvement.

Cross-Functional Collaboration

• Partnered with Engineering to validate and deliver on technical feasibility and scale.
• Worked with Training and L&D teams to support agent onboarding and ensure tool adoption.
• Aligned with Product and Leadership to tie design decisions directly to KPIs like handle time, FCR, and CSAT.
• Embedded agents in the testing and iteration process, turning them into co-creators of the experience.

Impact

• –20% reduction in average call handling time, improving efficiency and customer throughput.
• +15% increase in first-call resolution, minimizing repeat calls and boosting trust.
• +40% increase in agent satisfaction, based on post-launch surveys citing usability and clarity.
• +18-point rise in CSAT, reflecting faster, more accurate, and empathetic customer support.

Conclusion
This initiative highlights the transformative power of user-centered design in operational environments. By focusing on both agent and end-customer needs, I delivered a tool that simplified workflows, improved outcomes, and became a key contributor to AT&T’s service excellence. It reinforced my belief in designing not just for end users, but also for those enabling the experience behind the scenes.