PRODUCT DESIGN
AT&T San Francisco Hyper-Contextualized Experience
Create customized pages to validate the proof of concept for hyper-contextualized pages, demonstrating through metrics that personalized pages outperform generic ’one size fits all’ pages.
CLIENTS
AT&T
DURATION
March 2023
SOFTWARE
Figma, XD, After Effects, Photoshop, Illustrator
As a designer, my responsibility involved infusing delight into the pre-existing version of the national landing page through modifications in copy, visuals, and micro-interactions.
What is Hyper-Contextualized marketing?
Hyper-contextualized marketing refers to a targeted marketing approach that goes beyond traditional demographic or psychographic segmentation. In hyper-contextualized marketing, brands leverage advanced data analytics, artificial intelligence, and real-time data to deliver personalized and highly relevant content to individual consumers based on their specific behaviors, preferences, and contextual factors.
This approach aims to create a more personalized and engaging experience for each consumer, increasing the likelihood of conversion and customer satisfaction. It often involves analyzing a user’s online behavior, purchase history, location, and other contextual information to tailor marketing messages in a highly customized way.
In collaboration with another designer and a creative director, we created a location-specific experience tailored for AT&T-curious users in San Francisco, incorporating language and imagery that resonates with the local customer base.
Before
After
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After
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After
Over the course of three months we’ve demonstrated that a hyper-contextualized experience led to a remarkable 30% increase in conversions.