Enterprise WiFi Ordering Transformation
Redesigning the B2B ordering experience to reduce complexity and drive adoption.
35%
Increase in Network Sign-ups
6
Months to Launch
5
Design Iterations
A Complex B2B Ordering System in Crisis
AT&T's enterprise WiFi ordering platform was failing McDonald's franchise owners, creating confusion across multiple stakeholder groups and driving down adoption rates.
The Challenge
AT&T provided managed services for McDonald's ordering ecosystem. The existing ordering flow was creating a cascade of problems across the entire ecosystem, from McDonald's owners to AT&T billing teams to third-party installers.
💡 Key Insight: The system wasn't just broken for end users—it was failing every stakeholder in the process, creating operational inefficiencies across multiple organizations.
23%
Decrease in service adoption over the past year
0%
Mobile optimization on existing platform
3
Major stakeholder groups affected by poor UX
McDonald's Franchise Owners
No transparent pricing for services and fees
Confusing service and hardware options
No mobile-friendly ordering process
Third-Party Installers
Missing critical installation details (ceiling height)
Incorrect service addresses on work orders
Unclear hardware location requirements
AT&T Billing & Account Teams
No upfront credit check process
Incomplete order information causing delays
Increased support calls and manual fixes
Leading Cross-Functional Design Strategy
As Lead Product Designer, I was tasked with managing the complete redesign while handling stakeholder relationships across multiple organizations.
My Responsibilities
🎯 Strategic Leadership
Define UX strategy aligned with business objectives across AT&T and McDonald's requirements
👥 Team Management
Lead team of 3 UX designers while coordinating with Product, Development, and Legal teams
🔬 Research & Validation
Conduct stakeholder interviews and usability testing with McDonald's franchise owners
🔄 Scalable Framework
Create reusable design system for other enterprise client implementations
Success Criteria
✅ Increase service adoption rates
✅ Reduce customer confusion and support calls
✅ Implement mobile-first responsive design
✅ Streamline installer workflow and accuracy
✅ Build framework for future enterprise clients
Design Thinking in Practice
Applied systematic design thinking methodology through multiple iterations, balancing user needs with technical constraints and business requirements.
🔍
1. Empathize
Stakeholder & User Research
Conducted in-depth interviews with McDonald's franchise owners, AT&T billing teams, and third-party installers to understand pain points across the entire ecosystem.
💡 Key Discovery: Each stakeholder group had completely different but equally critical needs that the existing system failed to address.
🧩
2. Define
Problem Framework
Synthesized research into clear personas, objectives, and pain points. Identified core problems: lack of transparency, missing mobile experience, and incomplete information collection.
💡
3. Ideate
Solution Mapping
Led collaborative ideation sessions with UX team to generate and prioritize solutions. Focused on mobile-first approach, dynamic option matrices, and comprehensive data collection.
🛠️
4. Prototype
Iterative Architecture
Developed information architecture flows and mockups through 5 major iterations, incorporating feedback from Product, Development, Legal, and McDonald's teams.
🛑 Mid-Flight Pivot: Simplifying Pricing Under Constraints
We initially aimed for real-time pricing, but unstable billing APIs made it risky. I pivoted to a static, human-readable summary with clear disclaimers—less dynamic, but far clearer. It cut confusion and support tickets while staying within tech limits.
🔁
5. Test
Validation & Refinement
Conducted usability testing with McDonald's users in controlled lab environment. Iteratively refined design based on real user behavior and feedback.
😀 User Delight: Users consistently praised the inclusion of the ceiling height question and the consideration of the McDonald’s Play Area — a known pain point we successfully addressed.
Measurable Impact Across Stakeholders
The redesigned microsite delivered significant improvements in adoption, user satisfaction, and operational efficiency within 6 months of launch.
 |  |  |  |
|---|---|---|---|
 |  |
35%
Increase in network sign-ups in first 6 months
100%
Mobile responsive experience implemented
3
Major stakeholder groups with improved workflows
90%
Reduction in order information errors
Business Impact
📈 Revenue Growth: 35% increase in service adoption directly impacted AT&T's enterprise revenue
⚡ Operational Efficiency: Reduced support calls and manual order corrections
🔄 Scalable Framework: Design system successfully reused for other enterprise clients
🎯 Strategic Success: Strengthened AT&T-McDonald's partnership relationship
User Experience Wins
📱 Mobile-First Design: Franchise owners can now order from any device
💰 Transparent Pricing: Clear cost breakdown eliminates billing surprises
🔧 Installer Efficiency: Complete installation details reduce site visit delays
✅ Error Reduction: Comprehensive data collection prevents order mistakes
🎯 Key Learning: Success came from treating this as an ecosystem design challenge rather than just a website redesign. By addressing the needs of all stakeholders—franchise owners, installers, and billing teams—we created a solution that improved the entire operational workflow.
💡 What I'd Do Differently Today
While the redesign delivered major impact, today’s tools and hindsight offer new opportunities to evolve the experience even further. If I were approaching this project now, I would:
🤖
Automate Pricing
Estimates with AI
Now that AI-powered estimation tools have matured, I’d explore lightweight, real-time pricing calculators using natural language inputs or machine learning models trained on location/service variables—removing the need for static summaries while maintaining stability.
📦
Build a Modular,
White-Label Framework
We reused parts of the system for other clients, but I would now push for a true white-label design system from the start—modular components and configurable flows that could be deployed faster for future enterprise clients.
📊
Introduce Real-Time Usage
Analytics for Stakeholders
Set up post-diagnosis surveys and automated Net Promoter Score (NPS) capture to better understand drop-off points, emotional responses, and opportunities for care follow-up.
🌎
Push for Multilingual &
Accessibility Optimization Early
Given the scale of the McDonald’s footprint, I would push for language and accessibility planning upfront, ensuring smoother onboarding across diverse teams and global franchises.
📱
Expand Mobile Features
for On-the-Go Installers
The mobile-first approach worked well, but I’d now prototype micro-flows for field installers—quick address corrections, photo uploads, or signature capture—to further streamline the end-to-end experience.