Shaping the customer journey in an effort to streamline how an internet provider conducts business. Putting service design at the forefront, analyzing the current business and conceptualizing ideal opportunities for the future.

We tightly collaborated with our core partners in AT&T Design Technology and wider stakeholder groups to research, develop, and validate the deliverables. We conducted research with target customers in rural and suburban areas as well as AT&T agents to inform and shape our work. We facilitated a dozen workshops over the course of the programs to foster buy-in from stakeholders and align teams around the work. We then co-created and prioritized concepts in a cross-program workshop with 100+ stakeholders to ensure alignment across programs, leaders, and teams.

Finally, we validated our concepts with customers and agents. Along with our final deliverables, we created a ‘how-to’ guide to share with our clients to help them get the most value from the Service Blueprint as they begin to operationalize it across the enterprise.

Our teams delivered a threefold deliverable portfolio, which includes the experience strategy, opportunity illustrations, and service blueprints. The Experience Strategy defines, visualizes, and explains what is needed to create an ideal experience.
The Opportunity Illustrations show the experience principles in action, and we are now actively building prototypes to further realize them. Service blueprints are a new tool for AT&T and our work laid the foundation for them to get the most value in clearly articulating all of the front and back end details required to deliver the ideal experience. Our blueprint framework has since been embraced and adopted widely across AT&T and we are working with them to use them in crafting their epics in project planning.

Throughout our work, we introduced many “firsts” that fundamentally change how AT&T conducts business -including a completely self-serve onboarding and installation experience, a strategic shift from incident-based interactions to long-term relationship building, and a digital-first approach to troubleshooting issues and cancel service - through an omni-channel experience.