In 2013, while working at Critical Mass, I was entrusted with designing and developing the Plans & Rates page for AT&T. This page was one of the most high-traffic and business-critical parts of the AT&T website, serving as the decision point for customers choosing between individual, family, and mobile share plans.
AT&T offered a wide range of plan structures, from voice and messaging options to shared data tiers and device add-ons. The challenge was to present all of these choices in a way that felt transparent and approachable, rather than overwhelming. The page also needed to support AT&T’s business goals by streamlining the path from plan exploration to device selection and checkout.
I built a modular, comparison-driven layout that broke plans down into clear, digestible sections:
Individual, Family, and Mobile Share modules, each with their own pricing tiers.
Side-by-side options for voice, data, and messaging, allowing customers to scan and compare quickly.
Expandable detail areas for advanced users who wanted to explore device add-ons, international features, or LTE benefits.
To enhance usability, I incorporated transitional animations that made expanding sections and switching between plan types feel smooth and intuitive. At a time when responsive design was still emerging, the page was also structured to perform reliably across desktop and mobile devices.
The Plans & Rates page became a central hub in AT&T’s customer journey, enabling millions of users to evaluate and select wireless plans. Its structured comparison model helped reduce confusion, improved the decision-making process, and reinforced AT&T’s positioning as transparent and customer-focused.
This project was pivotal in my career — it gave me the opportunity to work on a high-visibility product for a Fortune 500 company and to tackle the challenge of simplifying complex information at scale. By blending modular design, responsive development, and thoughtful transitions, I helped AT&T create a smoother, more user-friendly path to purchase.