— PROJECT NAME

Virtual Life


— ROLE

Persona creation

Journey mapping


— DATE

01/2020


— TEAM

Alexandra Jacinto

Bonnie Blair

Rebekah Rigby

John Defrance

Ashok Darisipudi

Eric Talkar

Cory Bennett

Adriel Caldelas

Tonya Okoke Sneed



Exploring the future of shopping in a virtual world


This project envisioned how AT&T could connect individuals to fully immersive virtual retail environments within the next 5 to 10 years. By reimagining future shopping behaviors and customer experiences, our team worked to position AT&T as a leader in the evolving landscape of virtual connectivity.



  • My Role and Contributions
  • Collaborating with colleagues in content strategy, customer experience, and design, we integrated various viewpoints to forge a cohesive vision for the future of retail. I was instrumental in defining this vision and the project's actionable outcomes. My contributions were as follows:



  • Journey Mapping
  • I led and created a journey map designed to bridge the gap between emerging customer needs and AT&T’s long-term business goals.

  • This map integrated real-world data from 25 ethnographic studies and external reports by industry leaders like Fjord and the Futures Today Institute. It highlighted both the technological adoption phases and behavioral shifts, allowing stakeholders to understand and plan for different stages of customer engagement.

  • This journey map was not a "one-and-done" deliverable. It provided a living framework that could evolve as AT&T gathered new insights, helping them remain agile in their strategy.



  • Future-State Personas
  • I partnered with the Content Strategy team to craft three future-state personas—Hiro, Maggie, and Sandra—designed to represent a dynamic family unit. These personas were grounded in extensive market research and AT&T’s existing customer profiles, capturing the evolution of customer needs and behaviors. By incorporating insights from both near-term (3-5 years) and long-term (5-10 years) trends, we ensured these personas served as forward-looking tools to guide strategic planning and product development.



VISUAL DELIVERABLES

Future State Shopping

JOURNEY MAP

  • By delving into AT&T's ethnographic research studies, this map translated complex research findings into digestible insights for stakeholders, ensuring that strategic recommendations were actionable and aligned with AT&T’s broader goals.


PERSONAS

Unlike static personas, these were dynamic, incorporating modular traits that could adapt to different scenarios and use cases within virtual environments.


  1. AT&T product and marketing teams could directly apply these personas to envision customer journeys, making the personas actionable rather than just informational.


HIRO

.

MAGGIE

.

SANDRA

.