AT&T App

My Role: Group Creative Director, Copy & Content Strategy with a team of 5 copywriters

Business Challenge: Telecom is a complex and highly regulated industry with a lack of trust from consumers.

Product Challenge: Across the organization and in the app, messaging was fragmented, inconsistent, and unclear. The stakeholders were numerous across disciplines and time zones. User journeys were unnecessarily complex and full of friction.

Solution: We started from scratch.

I directed content strategy and establish quality across the AT&T app, turning fragmented inputs into cohesive systems, standards, and decision frameworks.

I operationalized research into clear rules that scaled across the experience while managing a team of 5 writers, raising the bar for human-cented thinking and creative execution.

Additionally, I applied my thorough understanding of design systems and technical complexity to ensure user experience design and language provided the best possible result for the user.

The Result: Over 5 million visits in one week and a 4.8 rating on Apple App Store