Deals Experience
I REDESIGNED PIZZA HUT’S DEALS EXPERIENCE TO IMPROVE DEAL COMPREHENSION, PROMOTIONAL DISCOVERY, AND CONVERSION THROUGH PHASED EXPERIMENTATION.
Role
Senior Product Designer
Project Impact
XX
Timeline
8 months
Troubleshooting technical issues as a customer is already stressful.
The existing diagnostic experience often made that stress worse for AT&T Business customers.
Users didn't know what was happening, had difficulty understanding guidance, and lacked confidence that the experience would help.
Invisible Progress
Long waits with little feedback created uncertainty and the perception that the system failed.
Technical Content
Support articles were written for technical teams, not customers.
Difficult language led to confusion.
Fragmented Experiences
Different channels and tools across all of the different products offered to AT&T Business customers created inconsistent journeys for them and support agents.
To understand where users were struggling, I conducted research across both customer-facing and internal support experiences.
Research Activities
Customer interviews
Support agent interviews
Existing journey audits
ServiceNow workflow reviews
Knowledge article analysis
Competitive benchmarking
I explored multiple concepts to reduce uncertainty and make support more human and trustworthy.
Make Progress Visible
Show what's happening behind the scenes.
Deliver Knowledge in Context
Bring the right information to users at the right time.
AI-Assisted Guidance
Use AI to connect diagnostics, content, and next steps.
Humanize Content
Translate technical language into clear, actionable guidance.
Simplify Journeys
Reduce complexity and focus on the next best step.
Ensure Support Continuity
Carry context across channels and to agent support.
I created and tested multiple concepts to improve trust during high-friction moments.
Concepts Explored
A. Basic Spinner
B. Linear Progress
C. Step-Based Progress
D. Contextual Help
E. AI Guidance
What We Learned
Users preferred experiences that explained what the system was doing
Contextual articles reduced uncertainty and kept users engaged
Clear next steps increased completion and reduced escalations
A connected, AI-assisted troubleshooting experience that builds confidence and drives resolution.
Visible Progress
Real-time updates and clear expectations.
Contextual Knowledge
Helpful content surfaced within the flow.
AI-Assisted Guidance
Smart recommendations with clear reasoning.
↑ 28%
Increase in troubleshooting completion rate
↓ 23%
Reduction in support escalations
↑ 32%
Increase in user confidence in self-service
↑ 40%
Increase in engagement with support content
The most valuable lesson from this project was that trust is a product feature that should be built into the experience.
Customers rarely judge a troubleshooting experience based on how accurate it is.
They judge it based on how informed, supported, and confident they feel throughout the process.
By focusing on transparency, guidance, and human-centered content, I transformed troubleshooting into a support experience people were willing to trust.