Cingular Case Studies September 24, 2007

2© 2007 BearingPoint, Inc.IM – Content, Portals and IntegrationCommunications and Utilities AT&T B2B Wireless eCommerce Web Design Process Web Design Process Store Re-Design Store Re-Design Content Management Content Management

3© 2007 BearingPoint, Inc.IM – Content, Portals and IntegrationCommunications and Utilities Case Study: Web Design Process Challenge n Existing people and processes couldn ’ t manage the timely transformation of business and system changes. Communication within teams involved in projects was often fractured and inconsistent and projects weren ’ t prioritized across teams or properly scoped. n Development resources could not interpret requirements accurately and often required excessive communication for clarification. n Requirements often required rework during development. Solution n Developed a new intake process for business teams and product owners to engage the requirements and design teams. n Provided skilled staff to provide a bridge between business and development resources to enhance requirements, design and project management capabilities. n Introduced use cases as a way to refine the functional requirements and clearly communicate business needs to the development teams. n Introduced agile design techniques with the use of rapid prototyping to define functional specifications and conduct usability studies. n Developed advanced methods for assuring traceability and commitment to quality with the highest degree of user experience engineering. Results Improved standards, traceability and capacity for the design and requirements teams. Reduced rework of requirements through development time and achieved less than 2% rework after User Acceptance Testing. Reduced average project delivery time by 6 weeks Implemented a design “ toolkit ” to expedite new projects and standardize requirement and design documents. Collaboratively trained 20+ resources on agile/rapid web design concepts.

4© 2007 BearingPoint, Inc.IM – Content, Portals and IntegrationCommunications and Utilities Challenge n Company wasn ’ t fully realizing the value from its online channel. It wanted to quickly implement a new eCommerce operating vision and transform it ’ s user experience. n ForSee surveys consistently revealed that many users had problems with the navigation and function of the eStore site or “ buy flow ”. n Log analysis revealed that there was a high rate of dropout through the buy flow funnel and shopping cart abandonment. Solution n Conducted an extensive analysis of the usability of the buy flow and provided a comprehensive heuristic review. n Developed As-Is process map to clearly define improvement areas. n Redesigned the interactive flow of the shopping experience to maximize usability and address issues that were critical to quality as expressed by customers. n Authored use cases to clearly define the functional aspects of the redesign and bridge a gap between the communications between the business stakeholders and IT development resources. n Developed visual artifacts to accurately communicate the look and feel of the new eCommerce experience. n Worked with business stakeholders and IT developers to assure that new application met all requirements through User Acceptance Testing before it was released in production. Results B2B eCommerce sales (gross adds) have increased over 20% since launch of new buy flow. This extremely complicated project was executed without any major delays or scope changes. The redesign effort had very few post-release issues in comparison to prior releases. Application was developed in record time (Reduced average project delivery time by 6 weeks) Case Study: B2B eStore Re-Design

5© 2007 BearingPoint, Inc.IM – Content, Portals and IntegrationCommunications and Utilities Challenge n Company has thousands of customized eCommerce sites that provide customers with their own shopping experience. n Customized sites are based on a complex set of relational rules which govern everything from pricing to product availability. n A vendor system is used to manage these complex rules and but it is cumbersome and allows users to save mistakes that can inadvertently bring down these sites. n The vendor system is extremely complex and requires extensive training and guidance with a 95 page step by step training document. n User errors account for a great amount of system downtime. Solution n Developed As-Is process map to clearly define improvement areas. n Identified all common user errors and identified all the correct business rules to assure that catastrophic errors do not occur. n Designed a new front end application to interact with vendor system which does not allow user to enter any data that conflicts with the system and cause an outage. n Developed comprehensive prototype to conduct usability testing and provide integrated page specifications. n Worked with offshore team to provide all visual design specifications. Results Eliminated all user error induced outages. Decreased time to create custom shopping site by more than 60%. Reduced training time by more than 90%. Since use of tool prevents catastrophic events, trainees can do real work while they learn. Case Study: B2B Content Management