AT&T Broadband Registration

What was the project

AT&T’s Broadband team reached out to the Experience Design Studio to help them understand the issues with the Registration process. They knew there were issues, but didn’t know which ones to prioritize or where customers were having issues. Technicians facilitate the process to navigate the challenges currently, but as AT&T wanted to move away from technician installations, they needed to improve the process. AT&T also had a preregistration feature, but the adoption was low and they wanted to understand why.

What we did

We conducted 6 in-homes with users registering their broadband service for the first time without technician assistance, as much as possible. While doing ride alongs, we also interviewed two technician managers familiar with the process. Based on the findings, we created a service blueprint with prioritized the issues within the process.

Who was on the team

Lead Researcher: Liz Jernegan
Research Support: Alex Vieane, Sally Lu
AT&T Technicians, Mangers and Product Owner of Broadband Registration

What I did

Interviewed Product Owners to identify and reframe research questions. Scoped research, and led the in-home research and ride along interviews. Conducted the analysis on the videos from the in-homes, pulled quotes and created the service blueprint.

Insights

Account Login Insights

• No user knew their Access ID and few knew location of temporary password as it was divided in multiple emails that no one read

• Multiple login options increased confusion and decreased memorability 

Technician Insights

• Technicians currently guide customers through username, password and registration steps

• Most users struggled to complete the process without help

• Technicians have to stay until the process is completed which decreases the numbers of jobs a technician can do in a day

Password Insights

• Users struggled to find workable ATT.net emails or passwords

• Customers can try easily 3-7 different emails and passwords combinations since requirements were not stated.

What tools we used

• In-home interviews and contextual inquiry of 6 users

• Expert interviews with AT&T and DIRECTV technicians who knew the issues and had workarounds.

• Service Blueprint to map out the complexities of the experience and prioritize the problems

What was the impact

The insights from this research helped the Broadband Registration team prioritize their budget to fix the issues within the process and establish a Product Roadmap.