Project Crush was an AT&T initiative to reimagine the company’s digital ecosystem following its acquisition of DirecTV. The work connected wireless, devices, live television, DVR, and entertainment into a more cohesive customer experience across AT&T’s web, mobile, and tablet experiences.

As Lead UX/UI Designer, I shaped the interaction model, navigation, content hierarchy, merchandising patterns, plan-selection flows, and cross-sell experiences. The project also explored tablet-optimized viewing and data-free streaming, helping define how AT&T and DirecTV could deliver entertainment across screens as the company moved toward products such as DIRECTV NOW.