AT&T + UserTesting

AT&T conducted 16 usability studies on the UserTesting platform with 246 total participants across five months, covering the full spectrum of the new fulfillment experience—from shipping tier naming and pricing presentation to the complete same-day delivery journey from product selection through delivery-partner handoff and PIN verification.

• End-to-end same-day delivery testing across three rounds: Round 1 revealed an opportunity to strengthen delivery-partner visibility, with 73% of users initially unable to identify who would deliver their $1,000+ phone. After redesigning the experience, Round 3 achieved 100% correct delivery-partner identification, reinforcing customer confidence in the fulfillment journey.
• Fulfillment layout and information architecture: a "selection on top, results below" cart page layout won 87% preference, and 100% of users preferred exact delivery dates over date ranges or speed descriptions

The same-day delivery experience launched with a prototype validated to 100% task success and 100% clarity on the delivery partner handoff and PIN verification flow, minimizing post-launch remediation costs and support burden. Testing also directly shaped a real-time geo-availability check architecture, so same-day delivery is never surfaced unless it's available at the customer's address. Participant feedback highlighted the importance of availability transparency, shaping an experience that presents same-day delivery only when customers can successfully use it.

Findings were shared cross-functionally into Product Management (pricing and conversion guardrails), Engineering (tracking and optimization approaches shaped by customer interaction patterns throughout the fulfillment journey), Customer Support (FAQs written from confusion patterns identified in testing), and Supply Chain (edge-case scenarios for PO boxes, rural addresses, and split shipments).

Research changed how AT&T builds, moving beyond informing decisions to directly driving them. A new same-day delivery experience, shaped by real customers at every stage, validated end-to-end before launch. When it launched, it did so with confidence, backed by end-to-end customer validation.