AT&T Digital Experience
From 2010–2013, while working at Critical Mass, I was part of the team responsible for evolving the AT&T homepage and the MyAT&T customer account portal. These platforms served as primary entry points into AT&T’s digital ecosystem, supporting tens of millions of customers exploring products, managing services and accessing account information.
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The challenge was to improve navigation and usability within a complex telecom environment while also supporting the marketing needs of a major consumer brand. The homepage needed to accommodate frequent product launches and promotional campaigns while maintaining clarity and consistency for users. At the same time, the MyAT&T portal needed to better support customer self-service for billing, device management and account support.
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Telecom websites often struggle to balance marketing priorities with usability. The key insight was that the experience needed to function as both a marketing platform and a utility for customers, allowing users to quickly navigate between product discovery, promotions and account management.
Creating a flexible structure that could support both goals would allow the platform to evolve with changing campaign priorities while improving the overall customer experience.
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The creative approach focused on developing a modular homepage system that could support multiple promotional campaigns while maintaining a consistent and intuitive interface. Clear visual hierarchy, structured content modules and a strong alignment with AT&T’s digital brand language helped create a scalable framework that could adapt to changing marketing needs.
At the same time, improvements to the MyAT&T portal focused on simplifying interactions and creating clearer pathways for users managing their accounts.
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The work spanned a range of key digital touchpoints including:
AT&T homepage redesign
Promotional and product launch modules
Campaign integration across the homepage
Visual design systems for evolving content
Improvements to the MyAT&T customer account portal
The resulting system allowed marketing teams to launch new campaigns while maintaining a consistent and user-friendly digital experience.
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The AT&T homepage and MyAT&T portal served as primary digital entry points for the company’s consumer ecosystem, supporting tens of millions of customers. The modular approach to homepage design enabled the platform to support ongoing campaigns and product launches while maintaining clarity for users navigating a complex telecom offering.
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Art Director at Critical Mass, working closely with UX, strategy and development teams to shape the visual design direction of key AT&T digital experiences. I led designers, collaborated across disciplines and presented creative concepts directly to AT&T stakeholders. My work focused on homepage redesign, promotional campaign modules and improving the customer experience within the MyAT&T account portal.
