Role: Creative Director: Design Direction, Creative Strategy Discovery, Ideation, UX

AT&T tasked us with enhancing the user experience for call service administration across businesses of all sizes. The existing complex portal, limited to AT&T and advanced users, needed expansion to cater to a wider audience. Our primary objective was to make the portal user-friendly for both experienced enterprise users and newcomers.

We on two main personas and created two paths: one for advanced users to configure settings efficiently, and another for first-time users with a guided walkthrough. As Design Director, I ensured our designs met AT&T's standards through collaboration with stakeholders and constant communication with my lead desginer and our development team. We also worked closely with AT&T design teams to ensure brand compliance and accessibility. In the end, we delivered over 1000 approved UI screens.