AT&T Beta Product Microsite

Designed a conversion focused microsite that introduced a new product, built user confidence, and increased beta program sign-ups.

Challenge:
Introduce a new AT&T product and encourage beta program participation.

Solution:
Designed a microsite that informed users and simplified registration.

Impact:
Created a launch-ready experience designed to maximize engagement and sign-ups.

Overview

AT&T was preparing to launch a new consumer product and needed a dedicated microsite to introduce the experience, educate prospective users, and recruit participants for an exclusive beta program.

The challenge was to quickly communicate the product's value, answer common questions, build trust, and guide visitors toward signing up.

I designed the homepage wireframe, establishing the content hierarchy, user flow, and conversion strategy that balanced storytelling with clear calls to action.

What the site needed:

  • Clearly explain the product's value

  • Build confidence through storytelling

  • Educate users without overwhelming them

  • Address common questions

  • Encourage beta sign-ups

  • Capture interest from users not yet ready to join

Rather than treating the homepage as a marketing page, I structured it as a guided journey that progressively built confidence and encouraged action.

Each section was intentionally placed to answer the user's next question while reinforcing the product's value.

Key Design Decisions

  • Lead with the value proposition

    • The experience opens with a bold headline, supporting copy, and a prominent call-to-action, immediately communicating the product's purpose and inviting users to learn more. A video was placed near the top of the page to quickly demonstrate the product experience and reduce uncertainty.

  • Educate through progressive storytelling

    • Rather than overwhelming users with technical details, product features were organized into individual sections that introduced one benefit at a time. This created a natural progression that made the experience easier to scan and understand.

  • Reinforce confidence throughout the journey

    • Calls-to-action were intentionally repeated after each major section, allowing users to join the beta whenever they felt ready instead of requiring them to return to the top of the page.

  • Build trust through social proof

    • A dedicated testimonial section was introduced to reinforce credibility and help visitors imagine themselves using the product through authentic customer experiences.

  • Reduce friction before sign-up

    • Frequently asked questions addressed common concerns about the product and beta program, minimizing uncertainty before users reached the registration flow.

  • Capture users who aren't ready

    • Recognizing that not every visitor would sign up immediately, I included an email notification section allowing interested users to stay informed about the beta launch, increasing future engagement opportunities.

Final Wireframe

please click on this image to view a PDF of the full wireframe

Business Impact:

The proposed experience helped:

  1. Clearly communicate a new product offering

  2. Simplify the beta sign-up journey

  3. Reduce uncertainty through educational content

  4. Increase opportunities for conversion with repeated calls-to-action

  5. Capture leads who were not yet ready to participate

  6. Create a scalable framework for future product launches