AT&T – Real-Time Social Proof Pop-Up Notifications

AT&T
Written By Stan Yeung

Summary

AT&T wanted to reduce drop-off and increase conversions during the mobile and broadband product browsing experience. While existing promotions and banners were present, they lacked urgency and relatability.

The Challenge

I proposed a localized, social pop-up alert system that would notify users when customers near them:

  • Added items to their cart (e.g. iPhone 15 Pro or fiber internet)

  • Completed a purchase

  • Or upgraded a plan

Each alert read like:
“Someone in Brooklyn just added Fiber 1Gbps to their plan.”
“36 people in Manhattan just added a iPhone16 Pro to their cart.”

This created a FOMO-style psychological nudge, tied to geographic and behavioral relevance — inspired by mechanics used in sneaker drops and limited edition fashion sales.The creative team needed a clear path to adoption, not just experimentation.

My Role

  • Audited competitor tactics in e-comm (GOAT, StockX, Booking.com, etc.)

  • Created UX flows and component libraries for pop-ups in Figma

  • Collaborated with analytics team to set geo/IP parameters for regional targeting

  • Ran multivariate A/B tests across product pages

  • Advocated for respectful pacing and design (non-intrusive, dismissible, not creepy)

Impact

  • CTR on product pages increased 11% in test groups with pop-ups enabled

  • Conversion improved by ~6.5% during initial 2-week testing phase

  • Team rolled out a scaled version for high-traffic promotional events like Black Friday


Reflection

This project showed how soft ambient data — when surfaced with intention — can power conversion without relying on aggressive upsells. It was about social proof meets locality, brought to life through smart UX.

Stan Yeung
Next

Integrating Generative AI into AT&T’s Creative Workflow with Adobe Firefly