Customers often sign up for AT&T services (e.g., phone, TV, and internet plans), with the intention of sharing access and management of those services with members of their household. However, AT&T's existing roles and permissions were underutilized and unintuitive. Our team was tasked with re-thinking and re-building AT&T's roles and permissions across services—impacting over 60 million customers. 

My Role

I led the strategic design phase for the project which is part of a large initiative to overhaul AT&T's Identity Management System. As the senior designer on the project, I was responsible for project management, working with product and engineering teams, collaborating with researchers and content strategists, and completing the detailed UX design from early prototypes through UI production. As our VP put it, "For most designers, to drive this scale is a 'once in a career' line item".


Assess the current experience and create a vision for the future.

AT&T's Identity Management (IDM) team engaged our innovation team to create a vision and strategy for new omni-channel roles and permissions. With its recent acquisition of the media and entertainment conglomerate, Warner Media, AT&T exponentially increased its user base. The business understood it needed to improve the experience of multi-user services such as family cellphone plans and streaming TV. They asked us to get to the bottom of today's current issues and come up with an actionable and implementable vision for the future.

"This is arguably the most critical effort ever put to code at ATT."



AT&T's services are meant to be shared, yet there is no clear mechanism to do so.

It’s a problem many content platforms face (Netflix, Hulu, Amazon) — account owners share their passwords with their friends and family so that they all can enjoy the same TV viewing experience on one person’s dime. This poses a significant problem: those platforms don’t know who all of their customers are. 

AT&T has a similar issue, but not because its customers refuse to pay up. There is no clear and user-friendly mechanism for users on one family cellphone plan, for example, to log in and see their own stuff (portion of the bill, data usage, upgrades, devices, etc).



A new framework for sharing services and managing family members.

We created an area within the user account where customers can easily add family members, manage their permissions, adjust settings, and clearly view which services each person has access to.

New features:

  • New roles, names, and permissions.
  • New home page for sharing
  • A first time user experience
  • Easy invitation process for family members


AT&T can now build a relationship with all of its customers — not just the ones who pay the bill.

The vision we have created for family roles and permissions has influenced a company-wide CX initiative and has unlocked other tracks of work around personalization and product stickiness, increasing revenue streams for the company exponentially. As one customer put it, "This is what is missing from AT&T".

When account owners (i.e. the bill payer) share their usernames and passwords with their family members, AT&T only sees an increase in sign ins—not who is signing in. Once family roles and permissions are fully realized, AT&T will be able to offer more personalized products and advertising, meaningful data collection and analysis, relevant customer contacts in call centers, better self service, and much more.

This project is currently being implemented in phases. I am showing what I can. Please get in touch if you would like to chat further.


Associate Creative Director

Eric Boam

UX/UI Designer

Lauren Godwin

Sr. Lead UX Researcher

Marian Sweeney-Dillon

Sr. Content Strategists

Mark Parisi

Ali Authier


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