Role: Head Product Designer
Company: AT&T Chief Data Office
Duration: February 2020 - July 2024
Tools: Power BI, Figma, JIRA, UserTesting
Team: Product Managers, Data Engineers, UX/UI Designers, QA Analysts (12 people total)
AT&T"s Data Quality Dashboard is a critical tool for internal teams such as data analysts and managers. However, declining user engagement, unclear data visualizations, and a lack of customization created friction, hindering data-driven decision-making. As the Head Product Designer, I led a comprehensive redesign to improve usability, enhance decision-making, and foster cross-functional collaboration across AT&T’s teams.
The core challenge was to create a dashboard that delivered the right information at the right time. Existing issues included
• Complex Navigation: Users faced unnecessary hurdles in accessing critical insights.
• Unclear Visualizations: Data presentation was inconsistent, leading to inefficiencies.
• Lack of Customization: Users could not tailor their dashboards to their unique needs.
• Simplification: Streamlining navigation and user experience to reduce cognitive load.
• Customization: Allowing personalized dashboard views tailored to users" roles and priorities.
• Improved Data Visualization: Clarifying and enhancing the presentation of data insights.
This project required extensive collaboration across multiple teams. Key contributions included:
• Team Leadership: I led a cross-functional team of 15, coordinating weekly check-ins, design reviews, and ensuring alignment on business goals and technical feasibility.
• Stakeholder Engagement: Regular updates and feedback sessions with business and executive stakeholders ensured transparency and iterative design adjustments.
I employed a user-centered design process to deliver a scalable and intuitive solution.
• User Research: Conducted over 20 interviews with internal stakeholders (data analysts, managers, and executives) to identify workflow inefficiencies and pain points.
• Prototyping & Testing:Created wireframes and high-fidelity prototypes using Figma. Conducted A/B testing and usability studies to iterate on designs based on user feedback. Partnered with data engineering to ensure technical scalability.
• Customization & Personalization: Introduced personalized dashboard views, enabling users to prioritize relevant data and insights based on their specific roles.
E2E DQ Dashboard
E2E DQ Report
The redesign yielded measurable and impactful results:
• 35% Reduction in Decision-Making Time: Streamlined navigation and improved visualizations empowered users to make decisions faster.
• 40% Increase in User Engagement: Enhanced usability and customization features encouraged users to interact more with the dashboard.
• $2M Annual Cost Savings: Reduced reliance on manual checks allowed teams to focus on strategic initiatives, improving overall efficiency.
• 15% Increase in Data Accuracy: Clearer data visualizations and improved workflows enabled users to identify and address quality issues more effectively.
• Strategic Alignment: The redesign supported AT&T’s broader digital transformation goals by improving operational efficiency and driving better decision-making.
• Cross-Functional Collaboration: Successfully managed a multi-disciplinary team, ensuring alignment and timely execution of deliverables.
• User-Centered Design: By addressing user needs through a tailored and intuitive dashboard, the project delivered a solution that balanced usability, scalability, and business impact.
