Optimizing the AT&T Online Buy Flow
Summary
I led a UX audit and redesign of AT&T’s online “Buy Flow” — the end-to-end process customers use to purchase devices and services. The goal was to improve conversion, reduce user friction, and align the flow with updated brand and accessibility standards.
The Challenge
AT&T’s Buy Flow — a high-stakes touchpoint that directly drives revenue — had become bloated with decision fatigue, inconsistent design patterns, and non-essential steps that contributed to user drop-off.
Key challenges:
Too many steps before commitment
Redundant UI patterns causing cognitive load
Lack of hierarchy in CTA visibility
Unclear bundling logic (plans, accessories, device add-ons)
My Role
Performed a heuristic and UX audit of the existing Buy Flow
Conducted competitive research on flows from Verizon, T-Mobile, and Apple
Mapped out revised IA and user journeys
Designed a streamlined, modular Buy Flow UI in Figma
Collaborated with engineers and business stakeholders to prioritize MVP changes
Process Overview
1. Audit & Discovery
Screen-recorded and mapped current flow across all device types (desktop, tablet, mobile)
Identified pain points in:
Plan selection
Add-ons bundling
Address/ID verification
Noted drop-off points using internal metrics and analytics (if accessible)
2. Journey Redesign
Reduced total clicks by restructuring plan + device bundling
Added step indicators and contextual help for each major screen
Re-prioritized CTAs and visual hierarchy using accessibility and Fitts’ Law principles
Proposed a “Save & Resume Later” feature for mobile users
3. UI/UX Design
Created wireframes and Figma prototypes for:
Plan selection
Device upsell logic
Accessory bundles
Checkout review page
Included modular components to allow dev flexibility
4. Handoff & Testing
Delivered annotated Figma prototypes
Partnered with product team for usability testing (unmoderated and in-person)
Iterated on feedback before development sprint handoff
Impact
Estimated click reduction: –35% per flow
Faster load times through simplified UI components
Improved plan comprehension scores in internal usability tests
Set a scalable pattern for other product purchasing experiences
Reflection
This project solidified my belief that simplification is power. By removing friction and clarifying decision points, we weren’t just improving a UI — we were creating trust in the buying experience.