| Winning 8-figures in revenue from a Fortune 100 company
A lot of zeroes
Earning ~$30m in novel revenue from our biggest client
The win:
My Role:
Product Design Manager
Stakeholders:
VP of Product
SVP of Media
Sr. Director of Media Buying
AT&T’s Senior Leadership
Timeline:
1 month for initial build
3 months of testing
Team:
Junior Product Designer
Senior Product Designer
Product Manager
AT&T came to us and said…
If Centerfield could acquire more new customer sales for AT&T fiber internet than AT&T did, themselves in the span of 3 months, we would win the first position rights for paid search, worth double digit millions.
The catch was:
We needed to create a new entire att.com partner site in just four weeks.
01.
We began with my framework.
We annotated and organized as many different points of consideration as we could.
Aligned, I had the team begin plotting what the users’ flows should be
for internet, wireless,
and bundles.
02.
Right, our wireless flow.
I stressed behavioral logic within each flow, we had to deliver users a meaningful result in order to close the circle of
their journey.
03.
Our “Thank You Page,” what the user flows terminate into, was key.
We need to ensure visitors felt their time was invested, not wasted, so they continued into the customer journey via our other channels: phone, email, and SMS.
Internet’s Thank You Page, Before
Without David : (
🥴 No product tailoring or obvious value
🥴 Ignores users' input information
🥴 Drew 39% less sales than the right
Internet’s Thank You Page, After
This thank you page design was used on an AT&T site we had built in the past.
With David : )
✅ Reflects users’ priorities
✅ Explains the recommendation
✅ Brought hidden value of service forward
✅ Surfaces hyper-gig speeds
04.
But that meant… now, we had to strategize, design, and launch as many A/B tests as we could in 3 months time.
We finalized the site flows for the wireless, internet, and bundle pages after reaching consensus between executive stakeholders, media buying, and product teams.
It was the fastest site build of this scale in company history.
05.
Halfway through, we were neck and neck.
Good wasn't going to cut it—
we needed wow.
Left, me, pitching to AT&T— not AI.
“What about confetti…?”
The mid-fidelity concept mock shared in the pitch.
“Truthfully, something this delightful feels entirely right for AT&T…”
And after some compromising… we did it!
I pitched confetti, falling when
a user qualified for an offer.
Delight as a UX heuristic-driven conversion strategy.
We launched our test with confetti for users
who qualified to switch to AT&T for free from
competitive providers.
The client said no, immediately,
but I didn’t give up.
Instead, I arranged a meeting with AT&T’s brand team and pitched the concept.
This concept increased sales by 12.5% across all devices and marked the turning point for our overall performance in the head-to-head test.
Of the 23 tests we built, 11 improved our total sales and the confetti was the second highest performing.
06.
We ended the test with just over
65%