Case Study AT&T

The Work

The main goal of MST was to create a custom, seller-centric home base where critical information was easy to access and pass along to customers. Since these tools are highly specific to AT&T, all tools are custom-built from the ground up and designed, coded, and maintained end-to-end by Smith.  

At the center of the ecosystem is MST itself, which began as a digital replacement for in-store brochure racks and has evolved into a robust sales reference platform used daily by sellers.  
MST provides high-level, easy to navigate information on mobile plans, internet and fiber services, FirstNet, promotions, and add-on services. It also acts as a launch point to other tools in the ecosystem, creating a connected workflow rather than a fragmented toolset.  

It quickly became clear that sellers needed a better way to answer the question customers ask most often: “How much will this cost?”. Existing pricing tools required collecting personal customer information before generating estimates, creating friction for customers comparing plans, promotions, trade-ins, and add-on services. 

Smith addressed this challenge by creating Quick Quote, a purpose-built tool designed to deliver accurate pricing in seconds. Quick Quote allows sellers to build quotes for mobile, devices, internet, and add-ons while applying discounts, promotions, bundles, and trade-ins in real time. Quotes can be shared immediately via email or print and retrieved later using a unique quote ID, all without collecting sensitive customer information. 

Beyond MST and Quick Quote, Smith built a series of focused tools that address specific gaps in AT&T’s internal systems. These include device lookup tools, digital brochure sharing, government-mandated broadband fact labels, and training platforms used for onboarding and ongoing education. Each tool was created in response to a clear operational need and designed to integrate seamlessly into sellers’ existing workflows.