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AT&T

Geolocation Based Advertising

Add geolocation-based promotion and ad-serving capabilities to the AT&T App.

Geolocation Mobile Advertising iOS/Android Privacy UX

ROLE/TEAM

Creative Lead
UX Lead/Experience Producer
QA

TOOLS

MS PowerPoint
Adobe Creative Suite
MS Office
HTML 5
Bootstrap
Native App Design

DATE/DURATION

July-September 2017
3 Months

Situation

The MyAT&T app lacks geolocation-based promotion and ad serving, unlike the AT&T Stadium app built by Labworx. Leadership wants to replicate and enhance this functionality for MyAT&T in time for the San Francisco Giants home stand at AT&T Park (Sept 27–29), then hand the UX back to Labworx for implementation.

Conditions

The UX should be platform-consistent while following each OS's notification patterns for familiarity and clarity. Legal questions about privacy and tracking emerged and required close collaboration with our legal team, resulting in minor flow tweaks and additional opt-in/opt-out screens.

We also needed to account for iOS 10 updates, error states, settings, and flow, with incremental handoffs to Labworx by the deadline. We benefited from a piecemeal, in-tandem approach to incorporate findings quickly.

Task

  • Design geolocation UX for MyAT&T
  • Resolve privacy/tracking legal questions
  • Create notification flows for iOS and Android
  • Define technical paths and campaign assets for the Giants home stand
  • Establish a foundation for a broader geolocation project (including 3rd-party ads)

Action

  • Assessed Labworx UX constraints: platform limits, graphics, OS/ads requirements, and the message editing environment.
  • Analyzed external apps' notification UX to inform a flexible, effective approach.
  • Evaluated native OS guidelines to determine UX stance across platforms.
  • Delivered a mostly agnostic yet contextual UX suitable for the campaign and future expansion.
UX wireframes showing geolocation notification flows for iOS and Android mobile app interfaces with privacy opt-in screens
Mobile app mockups displaying geolocation-based promotional notifications and ad serving interface design for AT&T MyAT&T app

Result

We delivered on schedule by coordinating multiple teams with an agile, lean approach, enabling a timely handoff to Labworx.

The MyAT&T geolocation feature now enables targeted promotions and ads, unlocking potential new revenue streams via 3rd-party ads and tighter marketing integration.

Final implementation of MyAT&T geolocation-based advertising feature showing targeted promotional notifications and ad serving interface across iOS and Android platforms

UX Impact

Enhanced Capabilities

We were able to add essential enhanced geolocation capabilities support to MyAT&T.

Revenue Opportunities

The effort laid the groundwork for future revenue opportunities and cross-platform ad campaigns.