This work was part of AT&T’s DS2 enterprise design standards initiative. The DS2 effort involved the reimagining everything from typography to atomic UI patterns and mashups across the board.
I was asked to reimagine the the highly visible AT&T product tile with a refreshed look and feel while addressing key user and business pain points.
I was asked to take an Unintentional Design approach.
In the beginning, I worked autonomously to audit and hypothesize future-state product tile design instances and variations. As my designs matured, I partnered with more and more cross functional team members.
After several rounds of design iterations, my product tile designs were adopted and documented within the DS2 design system as a source of truth. My designs helped drive and convert online sales, reduce inbound product-related telephone inquiries and reduced custom complaints regarding color options.
I inspected the product tile’s current state taking inventory of the content and states the product tile occupied under different conditions. This discovery exercise excited conversations that ultimately informed future-state functional specifications and content requirements.
New tile dimensions acted as design barriers by reducing the available real estate to design upon. I had to find ways of bringing more attention to the product thumbnail while also increasing the character count for the product label text string.
New tile dimensions
5px unit of measure
10px outer margins
6 column grid
Working within the functional and content scope limitations, I iterated through various designs looking for ways to increase the product label character count text string as well as bring more attention to the product thumbnail.
