Internet Cross Sell Upgrade
During my time at AT&T, I spearheaded a project aimed at bringing an internet cross-sell feature to their Virtual Assistant (Andi). This initiative recognized customers eligible for new fiber internet services and provided them with options to upgrade.
We worked cross-functionally to bring this experience native to att.com to the Virtual Assistant environment, doing our best to preserve the existing data dips and APIs used by the original experience. Leveraging one large API call at the top of the flow, we went through a series of checks for eligibility – customers’ addresses, business or individual account, previous offers, and so on. After determining eligibility, we would confirm customers’ addresses, and provide their available upgrade options.
REQUIREMENTS
Eligibility check
Address confirmation/new address input
Plan explanations
Broadband Legalese requirements
Plan selection and Add to Cart
LIMITATIONS
API limitations
Platform-wide components/static copy translations for SMS adoption
Apple Chat for Business requirements
POC-level effort
Takeaway
It was of vital importance from a UX perspective to be tactful with the offers, providing enough details to help users identify which plan works best for them, without overwhelming them with too many options or plan details. In addition, there was interest in including a branch of the flow to offer users a “help me choose” path. I advocated for having it available upon request. Users could say “Help me choose” or similar at any time, but we wouldn’t encourage users to take that path by providing a button.
Stakeholders wanted to use this as a POC flow – we released it at a 10% ramp to then monitor results, find holes in the experience, and gauge general efficacy.
