AT&T: Lead Management App MVP
AT&T partnered with Salesforce for a 23 month-long contract to deliver an one-of-kind omni-channel customer experience.
Within this large engagement, the Retail Leads Management track focused strictly on creating leads in an easy and seamless way from deferred customers within the retail store.
Deliverables
• Sprint based deliverables
• Retail Lead Management MVP
• Salesforce iPad Sketch Library (unofficial)
Timing
24 Weeks
14 Weeks of Core Design Work
My Role
Partnered with designer Jissan Huq, we were tasked with creating the Leads Management app on iPad. The application needed to easily create leads but also allow flexibility to be built upon throughout the course of the AT&T engagement.
Though the Salesforce mobile app existed, a new version was release at the beginning of the project. We had to create all of the screens from scratch and led to creating the basis for many other projects within the engagement
Core Team
• James Ward, Program Architect
• Erin Gillespie, UX/UI Designer
• Jissan Huq, UX/UI Designer
Situation
Through 6 fast-paced sprints over the course of 24 weeks:
Inheriting work from Deloitte. We needed to understand their discovery and the current state of the application.
Leveraging Deloitte’s previous work and partnering with them throughout the MVP
researching Salesforce mobile application on iPad
create official processes and an easy to use iPad application for AT&T retail sales consultants
How might we..
Create an easy process for capturing customer leads within the AT&T Retail space?
Why leads?
Retail Sales Consultants (RSC) would capture deferred customer information on their personal phones, post-its, or back of blank receipts, which they would often misplace or forget crucial customer information. There was no official process or digital tool to capture customer information and contact them once leaving the store. Missing the opportunity for countless sales and revenue.
Foundational efforts for retail follow-up
Capture
By capturing information of everyone who shows an interest in buying from AT&T, we will increase high-potential leads. Today, we are only capturing leads from a low percentage of customers who make it to the stage of creating a cart.
Nurture
Lead management, at its core, is capturing potential customers of different degrees of propensity to buy, and reaching out to them multiple times over a certain period of time, to increase propensity to buy. This capability does not exist today within AT&T.
Outreach
Using SMS and email we personalize the communication for each customer on which representative they spoke to, what product they were interested in, and how they can get back in touch.
Create a consistent, seamless experience thats easy to use for all aspects of the lead lifecycle. An experience that will also meet the needs of AT&T retail sales consultants, managers, and area managers and will be scalable post MVP
Our main objectives
Capture customer’s consent to contact
Create a new Lead
Manage created leads
Contact leads
Retail Sales Consultant (RSC)
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UPDATE SECTION
A global, unified process eliminates the complexity in maintaining and managing work tools and creates consistent data and metrics that inform business decisions.
Nationwide Launch 8.25.20
“The National Launch is one of the smoothest launches in his career”
– Stephen Miller AT&T AVP Product Management
38K Active Users
1.13M Leads Created
34.2% Leads Closed w/ Sale
Make it stand out.
Add section for prototype - 2 up manager and RSC
