AT&T
In-store digital experience: Lily’s Gift Decider
My role: Sr. Experience Designer
Accomplishments: Led product strategy to launch, designed IA and “choose your own adventure” logic, work won three LA Addy awards (mobile app and mobile interaction, tools and utilities categories)
Skills utilized: Product design, data driven design, UX design, wireframing, IA, creative collaboration
AT&T stores have the ability to provide dynamic content to those who connect to their in-store WiFi. I worked on the framework for this system, as well as a creative holiday campaign using their spokesperson Lily. All of this wrapped neatly into the in-store experience labeled “Lily’s Gift Decider”.
Lily’s Gift Decider was designed to help holiday shoppers pick out the right gift, following a “choose your own adventure” dialogue tree.
I designed it to work on in-store TV screens and phones alike based on customer desire for privacy.
I utilized a “No dead ends” approach. User could save lists for later, or discuss with a sales rep while in the store.
The overall back end in-store experience (called AOX) was designed to meet users where they feel most comfortable, allowing them to browse the store at their own pace. Lily’s Gift Decider embraced that and took it a step further by bringing a familiar and trusted face in to help with decision making.
Lily’s Gift Decider preview
Product Gallery
Below are examples of the UX strategy that went into the overall in-store experience.
Lily’s Gift Decider was a part of a much larger in store digital experience called “AOX”, and was invoked from your phone while in store.
Concept of on-screen interaction shown within designated sections of each store.
I worked with creatives, tech, and client to help build the decision tree for the primary holiday in store digital experience: Lily’s Gift Decider.
This informed how we would design the UI, code responses, create seamless video assets, and represent AT&T’s business goals for holiday sales.
Team: Dillon Propp, Ali Khan, Patrick Kirkland