AT&T Global Iconography
A new design system shared across
AT&T & DTV products
In 2015, AT&T acquired DIRECTV (DTV) in the hope that AT&T could effectively cross sell their products and services to DIRECTV customers and vice versa. At the time, the two companies had two completely different branding and design systems making it very difficult to integrate features and consistently communicate about one product line to the other.
Based on extensive research, it was clear that users who were given trial access to cross-brand products often showed initial interest, but the vast majority of customers were discouraged due to a bad and inconsistent experience across the two product lines.
Company: AT&T
My Role: UI, Icon Design
Medium: Mobile, Tablet, Web, TV, Print, Presentation, Packaging
Tools: Sketch, Illustrator, Notion
I audited everything
I organized everything into two key icon types
I created guidelines
I iterated on concepts that could work across both product lines and on many devices
STEP 1
Trying to get all ideas as much as can
STEP 2
Trying to find and match the style
STEP 3
Test size to delicate thickness and spacing
STEP 4
Test size to delicate thickness and spacing
We tested for scale and usability
att.com Homepage
att.com
Retail Window
IoT Presentation deck
I documented an implemented standards & patterns
• Documented patterns & guidelines in company knowledge base (Notion)
• Added UI to component libraries (Sketch & Abstract)
