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Led pilot testing for retail interactive touchscreen on national level in markets across US. Findings led to updates prior to larger scale hardware roll-out and integration processes for store employees.

Digital Interactive Shelf-Talker

2022 - 2023


Pilot of Retail Interactive Education Touchscreen


A facet of AT&T’s marketing strategy for 2023 focuses on Fiber internet service sales. The need was to promote their Fiber product in print and digital media, and in retail stores.


My team undertook an effort to create an engaging while informative experience to drive Fiber awareness. Secondary, we wanted to understand how well a platform lie this would play in this retail setting to evaluated future potential for it, or other touchscreens around the store, and lay groundwork for defining a strategy for a "future of retail."


My role (in collaboration with internal and external teams) was to create an experience and content strategy, design an experience architecture, and to do best practice and competitive analysis, plus field testing/user interviews with a pilot deployed in retail stores in several markets around the country.

The prototype, design and development were completed, and the pilot was launched. I monitored quantitative data around the experience to understand user behavior and content. Coupled with that, I designed and led qualitative research with customers and AT&T retail representatives.

Testing took place in 3 markets representing different socio, cultural, and income demographics, internet access (desert to robust connectivity) and tech literacy (Silicon Valley, CA, Denver, CO, and Dallas, TX) with a total of 30+ participants. Plus a focus group and interviews with over 100 AT&T retail workers at different levels from around the country as well.

Tools & Methods used -
Prototype Testing, Pilot Study, Field Usability Testing, Contextual Inquiry, Qualitative research, Quantitative Research, Information Architecture

Professional Development Learnings -
- Small form-factor touchscreen best practices and usability in a variety of contexts
- National pilot study
- Presenting findings in an absorbable way for different audiences (5 different stakeholder audiences across AT&T departments, teams, executives)
- Accessibility and inclusivity, ethnicity, literacy, physical/visual ability (ADA), digital deserts


The platform was effective as an educational tool for customers and brought awareness to the product in a new and interesting way. Customers said the experience would make them more likely to commit to buying a Fiber internet plan from AT&T.

Directly resulting from the findings and recommendations of this research netted a two phase strategy for upgrades, the first beginning with a company-wide rollout and expansion of the tech to feature other products and services within AT&T retail stores nationwide. Second, a wholly future forward new world in AT&T retail.

The quick turn upgrades follow a content strategy I proposed and will add features like:

Phase 1:
- UX and IA upgrades from things like text size to, leading with the relevant content
- Leaning in to A/B testing
- Continuing the conversation* - Give a takeaway so that customers will become influencers in the decision-making conversations they have at home and can have more talking points with their decision making partner.
- Interactive experience * future recommendation for larger screen
- Implementing a gamified experience that demonstrated the speed of Fiber relative to other internet provider speeds

Phase 2:
This research formed the foundation of a strategic redesign currently underway to create the AT&T retail experience of the future. Innovations born from this research, currently in the design and development phase is the launch of a new pilot using larger touch screens in some stores with more engaging and interactive content fitted to it.

Furthermore, ADA and accessibility considerations will be applied as there were some misses on this initial pilot.

*Some purchase decisions are different from others. Whereas smaller one-off purchases, like phones, may be made quickly, on the spot, in the store - larger and/or pay-over-time purchase commitments e.g., cars, homes, even subscription plans are not usually made in haste. Generally, they’re considered with other key decision makers and made after a few conversations. 89% of key purchase decisions are pre-planned and discussed with others at home and around 75% are influenced by spouse and kids.


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