UX SHOWCASE: AT&T
Better Than Best In Show
TMP Worldwide achieved awards for their first AT&T Jobs site. It was visually distinct and challenged a lot of enterprise web design paradigms when it was active. We were tasked to iterate on the site, with the expectation of constructing a project that would be just as celebrated.
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This showcase details my audit of the award winning design, the goals we set with the new design, and the wireframing process that led to achieving another award winning website.
AT&T JOBS USERBASE
45%
People of Color
34%
Women
23-54
Age Range
A JOB
Purpose
THE AUDIT
My Audit of AT&T's career site offerings evaluated the content relevant to their users on the site, as well as the general functionality of most of their pages. The sheer number of content pages AT&T had accrued prevented my evaluation of all of them, although the structure of these pages was utilized consistently enough for me to work with.
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The site structure that earned us an award was visually appealing. Each section hub was a series of tiles arranged on a grid reminiscent of the Windows 8 design system. However, the designers who worked on these sections used the structure of the Windows 8 mobile homepage, which was intended for user customization. When the user has no access to customizing these pages for their own use, it becomes very easy for the user to become overwhelmed and lost within this tile structure. Each section hub looked identical with no distinguishing differences between pages.
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There were other general notes made about functionality on mobile and visual clarity of several elements, but content bloat and visual structure were going to be my biggest focuses in the site's redesign. I also noted that we would be moving away from the Windows 8 design system, since Microsoft had abandoned it five years prior to this point.
TALENTBREW
The structure of the Talentbrew software is geared towards funneling the user into an application. When building a website with Talentbrew, the user typically has access to a job search, relevant jobs to the content they're looking at, and a list of positions they've viewed. Thus, the user can make an active choice to apply at any point of their exploration of the site.
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Talentbrew also features a built in Related Content curator that presents the user with content pages with supplemental information to the page they're looking at. The end goal for most companies with a glut of extra pages is to ensure the user has what they need to make an informed decision. This system meets that need without complicating the navigation and overwhelming the user. I had a hand in this system's structure early on at TMP, and I still believe in its efficiency.
APPROACHING THE SITE
The expectation of an award winning site generated a lot of pressure from the account team to create a groundbreaking experience. After evaluating the previous award winning site, I was more focused on creating a tightly designed, functional system first and foremost.
The main userbase of AT&T Careers was Gen X with a growing Millenial base. Potentially alienating them with a brand new design paradigm was an existing problem with the last site despite its acclaim. The project manager trusted my evaluation, and the art team was ready to deliver bold, modern look to the design I provided them with.
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The new site had a narrow, consolidated navigation + search. The page left room for large imagery either behind or after each page's main focus content. The architecture was built flat, allowing the user to get to any piece of content within two clicks.
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The novelty of the AT&T career site was that it was built like a tool for the user instead of an art installation. The site was developed quickly with little to no friction, and turned out both functionally sound and visually impressive. In 2019, it won the WMA Webaward For Ooutstanding Achievement in Web Development.