Overview
As part of AT&T's consolidation of its TV offerings under DirecTV, I redesigned the channel lineup selection flow into a unified, mobile-first experience. The work established foundational patterns that directly informed the full redesign of DirecTV Self-Care.
Project Snapshot
Role:
Lead Product Designer
Team:
Product Management, Engineering, Design Systems
Platform Type:
Enterprise SaaS / Internal Merchandising Platform
Users:
Merchants, Buyers, Planners, Analysts, Category Managers
Opportunity
Customers shopping for TV packages needed to evaluate channels, confirm their favorites were included, and compare services before committing. The existing experience made none of that easy. Research revealed that users struggled to surface the channels they cared about and had no clear way to compare options, creating friction at the most critical point in the purchase decision.
The channel lineup experience was originally built only for desktop. On mobile, navigating dense, unresponsive layouts made scrolling nearly impossible, information hierarchy was inconsistent, and content was difficult to parse, breaking down at the screen size where users needed it most.
Old version
Solution
I simplified the entry into the channel lineup flow by progressively narrowing the experience based on location and service type, reducing the amount of content users had to process at once. From there, sorting, filtering, and favoriting gave users the control to compare channels across packages on their own terms. These tools were directly informed by user interviews, where it became clear that users needed a faster, more personal way to evaluate whether a package was worth it before making a decision.
Outcome
Conversion & Business
18% increase in package upgrades and sign-ups completed
12% increase in revenue per session
24% reduction in drop-off rate during package selection
Usability & Engagement
30% reduction in time-to-decision for package selection
22% increase in task completion rate
35% reduction in clicks and steps required to reach a package decision
40% increase in session engagement and time spent comparing packagesCustomer Satisfaction
Conversion & Business
15% improvement in CSAT score
20% reduction in customer support contacts related to package confusion
Mobile
28% increase in mobile conversion rate
32% reduction in bounce rate on mobile