Product Management Part 3: Feature Brief

Over the past two quarters, the class has gone through a process of redesigning AT&T’s mobile application. This process has included:

  1. Brief research to find pain-points within the current app and to uncover what’s most important to the user when managing her mobile account.
  2. Concept modeling to understand the key functionalities of the app.
  3. Ideation to design new flows.
  4. Evaluating, testing, and iterating on those flows.
  5. Estimating how long each design would take to develop.
  6. Creating a product roadmap, detailing how and in what sequence each flow would be built.

Our latest undertaking is the Feature Brief. A Feature Brief is a document that presents a simple, cohesive vision of what you should build and why you should build it. It acts as a north star for the product and its development.

The Feature Brief communicates insights found through research, design pillars inspired by the insights, what value the product will deliver (the value promise), a high-level description of the app’s key features and capabilities, and a roadmap of how a team will build the app.

Insights
Through a brief stint of research, I observed the following:

  1. People have an emotional attachment to their phones, acting as an access point to their social networks.
    love
  2. Customer’s usage varies throughout the billing cycle, leaving them wondering if they will exceed their limit.
    unknown
  3. AT&T offers an overwhelming amount of features and add-ons, distracting the customer from their primary needs.

overwhelm

Design Principles

Based on the above insights, I crafted my design to follow the below principles:

  1. Our product should make customers feel secure that they will always have access to their phones and their usage will never be threatened.
  2. Our product should give customers a clear understanding of their data usage and protect them from overage fees.
  3. Our product should prioritize what customers want to see, and progressively reveal more advanced features as the customer indicates interest.

The Value Promise

The value promise encapsulates the three design principles: Our promise is to give customers complete control and clarity around their mobile phone usage.

Key Features & Capabilities

Our research determined that the following capabilities were most important to customers:

  1. Make a bill payment
  2. Set up autopayment
  3. Manage data usage
  4. Change plan
  5. Upgrade phone
  6. Edit Account Settings

These determined the features & capabilities outlined below.

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To build this app, I created a high-level strategic roadmap, outlining the order in which each capability would be built.

myATT Strategic Roadmap - Hall

myAT&T Strategic RoadmapmyAT&T Strategic Roadmap