Privacy Center

Skills:

AT&T tasked our team with redesigning and restructuring their Privacy Center, the online home of their Privacy Policy and all related topics and documents. Though a major brand change was the impetus for the update, the site had become a bit of a Frankenstein without clear hierarchy or content strategy — and the user journey was difficult. This was particularly worrisome with new legislation about "dark patterns" that regulated how easy it was to find content. The biggest hurdle was implementing a navigation that could grow with the site — which was growing rapidly.

See this in full

Pages from the benchmarking research presentation.

Research & Rebranding

We analyzed the Privacy Centers of competitors: Google, Microsoft, Apple, Slack, T-Mobile, and Facebook. Three things stood out to us as best-in-class and relevant to our needs:

Slack's sidebar navigation that gave a holistic view of all content.
Apple's accordions on their Privacy Policy to reduce the amount of content a reader is looking at at once.
T-mobile's use of photography to humanize the dense topics.

We also took an inventory of the current site and looked for opportunities to streamline and modernize it.

Interior Pages

The new site is built and maintained in AEM (Adobe Experience Manager) with a combination of inherited and custom CSS.

‍

The revised Privacy Center has a consistent appearance across the site. Authentic photography adds depth and a humanity to the technical content.

‍

The new navigation, living on the left side of the site, houses all links within the Privacy Center, including anchor links for easy access to important content blocks. On large screens, it is perpetually open and moves the content over to the right — on smaller screens, it is available in a hamburger navigation.

Final Thoughts

As a note, I took over leadership of the account in May 2022. We're actively restructuring much of the site again due to new privacy center trends and legislative requirements, to be launched in December 2023.