AT&T Compare Services

Built a dynamic, flexible comparison tool that unified data across all of AT&T’s TV products, enabling users to easily explore available content and compare packages across services within a single, intuitive interface.

Opportunity

As AT&T consolidated its TV offerings under DirecTV, customers were navigating fragmented, information-heavy pages on mobile devices ill-equipped to handle them. I saw an opportunity to collapse that complexity into a single, mobile-first experience, making content discovery and package comparison feel effortless.

Solution

Reorganized and consolidated fragmented content into a unified, responsive experience, establishing clear information hierarchy and reusable patterns that made package comparison intuitive and scalable across web and mobile for AT&T's DirecTV offerings.

Research and Discovery

I conducted user interviews and competitive analysis, including a direct comparison of AT&T's U-verse and DirecTV package tools. I found that users struggled with flow complexity, had difficulty surfacing their most-watched channels, couldn't easily identify which packages included their favorites, and lacked a clear side-by-side comparison view.

Impact

Conversion & Business: Increased package upgrades and sign-ups completed. Increased revenue per session. Reduced drop-off rate during the package selection flow.

Usability & Engagement: Reduced time-to-decision for package selection. Increased task completion rate. Reduced clicks and steps required to reach a package decision. Increased session engagement and time spent comparing packages.

Customer Satisfaction: Improved CSAT score. Reduced customer support contacts related to package confusion.

Mobile: Increased mobile conversion rate. Reduced bounce rate on mobile.