AT&T Hot Spot Connection Site
Submitted by Kayla on Mon, 07/14/2008 - 15:47
Rating:
100
An astounding 80% of users rated the site as "better" or "much better" than AT&T's world class competition such as Verizon and T-Mobile.
The Challenge
Create a best-of-breed user experience for AT&T's Wi-Fi customers that entrenched their leadership position over other world class providers including Verizon and T-Mobile.
The Solution
The site was redesigned from the ground up using Flash to create the ultimate engaging user experience. Special attention was paid to maintaining usability and maximizing ad space revenue. Visitor engagement hooks were added in the form of free content brokered via RSS feeds from People, Sports Illustrated and various other A level publications.
A sophisticated ad and content caching server had to be engineered to work around technical firewall problems that had plagued previous projects. The ad server allowed for personalized ads based on demographics and location. The system was also designed to support an array of campaigns to promote AT&T Wi-Fi and other services.
The Results
Four weeks after the site launched, AT&T conducted a survey comparing the new design to the old one. The results revealed an astounding success.
- 80% rated the new design as "better" or "much better" than AT&T's competitors such as T-Mobile, Verizon, and Sprint.
- Sixty-seven percent of users preferred the organization of content and advertising on AT&T's website.