AT&T. Retail Surface Experience

With an abundance of plans and phone choices, shopping for cell phone service can require a lot of time. However, this in-store solution streamlines the sales process by enabling customers to make informed decisions around wireless technologies – on Microsoft Surface. Project goals included the boost of in-store conversion rates and to raise buyer satisfaction to diminish product returns.

Razorfish designed and built an immersive, intuitive user experience that leveraged multi-touch, multi-user capabilities afforded by Microsoft Surface. Using physical gestures, users can compare handsets, learn about accessories and data services, as well as explore the coverage provided by the AT&T Allover Network. The solution combines Microsoft Surface technology with an innovative and engaging user interface. It is the first Surface application to be deployed and remains the largest deployment to date (50 tables in 12 stores).

The application includes a natural, instinctive interaction design and a gesture-based pan and zoom tools for unique map experience.

Architected to scale robust content management capabilities and robust Surface hardware maintenance & monitoring as well as integrated tracking and analytics, the application can scale to support thousands of units.

The AT&T Retail Surface Experience provides an in-depth walkthrough of the experience and covers some of the environmental, user experience and technology considerations when developing applications for the Microsoft Surface platform. The project was subjected to a rigorous analytics program to measure its success: In-store conversions and buyer satisfaction increased, buyers were more likely to recommend AT&T and sales assistants both valued and leveraged the tool as part of the sales process. The project is the first commercial rollout of Surface and the largest one to date.