Telecom · RAN automation
Enterprise Automation — AT&T rApps
This study leans on organisational change — one UX strategy across five products, moving the org from discover-then-handoff to continuous collaboration.
01 — Thesis
Ericsson was building five rApps for AT&T under a traditional discover-then-handoff process — research and design finished internally, then handed to engineering and customers at once. Misalignment wasn't caught until late, when it was expensive to fix.
Constraint
Five products, two quarters, one UX strategy. No room to run five independent, sequential design processes and still ship on time.
Outcome
Moving to early prototyping, direct customer feedback, and continuous engineering collaboration across all five rApps cut design rework by 60% and accelerated delivery by 50%.