Branding, Integrated Marketing, UX/UI
AT&T had a problem. It had a customer app that was languishing. Customers weren’t using it. In fact every customer who didn’t use it was costing AT&T money when they called in to pay a bill. We wanted customers to use the mobile app instead of calling. So we were able to work with our data and analytics team to create a unique metric to track new myAT&T users so we knew when they saves X dollars when they don’t call in. A portion of these dollars would be used to market the app.
So we created a new identity, branding, and UX/UI improvements and recommendations to start the digital transformation.
The insight was that this app just saves time. So you can get back to whatever it is that you do.