See It In Action

To the left you’ll find our final experience prototype that illustrates the various new touchpoints and organizational changes that we made to meet the values we set.

Continue scrolling and you’ll see just some of the methods we used to reach our solutions.


This project was created within the new Service Design B.F.A. program at SCAD and summarizes the collective work of eleven undergraduate service and industrial design students. We chose AT&T as the subject for our research and continued to create new service strategies and touchpoints under their brand name.

The Climate

As market saturation has occurred and economic changes have affected consumer attitudes, expectations of wireless services are shifting. phone replacement, touchpoints used (look up),  4G transition, no one offers anything different

The United States is behind other developed nations in wireless and broadband infrastructure. In this transitional period of wireless infrastructure implementation, investment in 3G is waning in expectation of 4G technologies such as WiMax and LTE.

We created a variety of models to help communicate our research, better pinpoint points of tension, and begin to quickly iterate on design opportunities.  We focused on two models specifically, the first, the customer lifecyle map, illustrates points of frustration and negative emotion that cause people to terminate their service and switch to another provider. One of our driving goals became to shift the areas in the negative red areas to the positive green areas to make customers more happy and therefore keep them attached to a provider they actually want to be with. The second model, a service ecology, shaped our key strategy change for AT&T, to move away from just being an access provider and move towards being a content provider.

Customer Life Cycle

Through looking at the customer life cycle, we can see the break down of various experiences that the customer has when traveling through the cycle of the AT&T service. Our goal with out solutions was to move the experience points in the red areas up into the gray and green ones.

Service Ecology

A service ecology is a collection of touch-points and support processes that together create a sustainable and successful service. These ecologies can expand across institutional boundaries. This is the ecosystem in which a service lives. We use this tool so we can understand the larger context in which a service functions.

Customer Journey

Using this tool we can break down the step-by-step process that a customer goes through when interacting with a particular aspect of a service. By breaking the journey down into granular elements we can focus on the usability of each step in the overall process.