AT&T International Roaming Redesign

Persona-led international roaming journey work covering trip planning, pricing, coverage, setup guidance, and responsive service prototypes.

RoleUX Designer / Information Architect
Timeline2015
ScopeCustomer Journey / International Roaming / Information Architecture

AT&T International Roaming Redesign case study hero image.

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Overview

Brief

Create a clear digital path for international roaming so customers could discover, compare, order, and use packages with less reliance on customer support.

Role: UX Designer / Information Architect
Constraint: Travelers worried about bill shock, unclear coverage, confusing package names, talk/text/data rules, device-specific charges, and timing limits around international trips.
Outcome: Documented a clearer international-roaming journey with persona-led package comparison, fee framing, and prototype-based stakeholder review.

Project context

my role

UX Designer / Information Architect

client

AT&T

team

3 UX/IAs
3 Planners
30+ Audience

tools used

User Flows Journey Mapping Design Strategy User Experience Information Architecture Prototyping (iRise) Usability

platform

Mobile-first prototype + service flows

FEATURED EVIDENCE

Highlights

A quick scan of the moments that best explain the problem, the pivot, and the payoff.

Why it mattered

Story

Hypothesis

A persona-led decision path with clearer package comparison, fee framing, and in-context setup guidance would increase confidence and reduce support reliance.

Insights

Persona work and usability feedback surfaced questions about recommendations, coverage, package names, talk/text/data rules, cruise scenarios, and land-versus-sea usage.

CASE STORY

Flows

Each lane isolates the clearest evidence so reviewers can scan the work in order.

Map legend

Scan top to bottom: phase, evidence volume, and why it matters.

Context 2items

Background and constraints

Research 2items

Inputs, audits, discovery

Wireframes 3items

Structure and flow logic

Validation 2items

Testing and refinement

Outcome 1items

What changed

Context · Background and constraints

Persona and customer understanding

2 frames

Research · Inputs, audits, discovery

Research and opportunity

2 frames

Wireframes · Structure and flow logic

Service flows

2 frames

Validation · Testing and refinement

Prototype

2 frames

CASE EVIDENCE

Deliverables

Context2 Research2 Wireframes2 Validation2

CONTEXT

Persona and customer understanding

2 assets flow

RESEARCH

Research and opportunity

2 assets flow

WIREFRAMES

Service flows

2 assets flow

VALIDATION

Prototype

2 assets flow

How it moved

Decision points

Direction Chosen path and rationale

Map the lifecycle from trip planning through package selection, setup, use, and support, then model clearer responsive sales and service paths.
Validation Testing and refinement

Weekly AT&T stakeholder reviews, persona work, iRise prototype iterations, and usability testing refined the ordering and support journey.
Engineering Handoff, specs, implementation

Built an interactive iRise prototype and supporting journey artifacts for roaming package selection, mobile support, and future responsive sales experience.

Resulting shift

What changed

Responsive path for discovering, ordering, and using roaming
Persona-led package and support decisions
Clearer coverage, pricing, and bill-overage expectations
Interactive iRise prototype used for stakeholder review

Tools

Tools used on project

The working set used to research, prototype, align, and ship this case.

Photoshop
Axure RP
Sketch
Zeplin
Microsoft Office
Microsoft Visio

See it in Action

A quick walkthrough of the decision path, interface behavior, and delivery proof behind AT&T International Roaming Redesign.

Open in YouTube

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