AT&T · Flagship case study
Replacing the wrong tablet tool with sales support reps could use
I led research into AT&T retail sales tools and found that the requested tablet concepts disrupted sales conversations. With leadership support, we stopped that direction and launched an internal microsite for Holiday 2024. The decision reduced unnecessary development and gave reps content they could access on any device.
[NEED FROM LOGAN: confirm whether the training metrics, AI roleplay, and SPIN certification belong to this microsite story or a separate training case; define retention, baseline, cohort, timeframe, sample size, and supporting evidence before publication]
Context: AT&T
Reps wanted control of customer-facing screen content. The initial request was a tablet tool that could broadcast content to nearby TVs.
The challenge
A TV takeover tool and a digital brochure both added complexity to a sales process already split across four or more platforms.
The insight that changed the direction
More control of content was less useful than removing interruptions from the conversation. Neither prototype fit the way reps sold.
Before / Observed context
Tablet takeover and brochure concepts interrupted conversations and added another device to manage.
After / Direction taken
An internal microsite met reps where they worked, without trying to replace the POS system.
What I did
- 01Test two tablet concepts
- 02Change direction with leadership
- 03Launch an internal microsite
Evidence statusHoliday 2024 launch; training metric attribution pending
- Launched research and tested two prototype directions in stores.
- Brought findings to AT&T retail marketing leadership and secured alignment to stop the tablet direction.
- Proposed and launched a lightweight internal microsite with current content accessible on any device.
Annotated screens and user flows
[NEED FROM LOGAN: approved annotated screens or user flow for AT&T; include captions and delivery status]
Before and after evidence
[NEED FROM LOGAN: matched source artifacts showing the observed problem and the delivered or proposed response]
Outcomes and evidence
The microsite went live for Holiday 2024. The existing source reports adoption, stronger leadership trust, and new collaboration opportunities; quantified evidence for those observations is not supplied.
[NEED FROM LOGAN: confirm whether the training metrics, AI roleplay, and SPIN certification belong to this microsite story or a separate training case; define retention, baseline, cohort, timeframe, sample size, and supporting evidence before publication]
Reflection: decisions and trade-offs
The decision traded a visible tablet feature for a smaller intervention that respected sales flow. Leadership alignment made it possible to change the brief. The lesson was to let research change the problem definition.
[NEED FROM LOGAN: Logan’s specific retrospective on what he would do differently and the stakeholder alignment involved]