The AT&T Product Design Language is an industrial design and product experience strategy designed to unify AT&T consumer products across platforms.
In 2015, research revealed AT&T Digital Life customers were not satisfied with the existing off-the-shelf hardware being sourced, and the sophistication of competitor products was growing. My team worked with the Digital Life product team to develop a new, proprietary industrial design language.
I saw an opportunity to align the products to a new AT&T brand value proposition. We developed a premium look that is competitive with other high-end products, and draws attention to the key interactions and experiences defined by the value proposition research. Certain product features were highlighted with proprietary sounds, light and interface elements. When deployed consistently, they create a sense of a unified product ecosystem aligned to our brand strategy.