AT&T's pricing intelligence tool, designed to compete ZIP by ZIP.
I designed Scenario Planner to build and compare local pricing choices at ZIP level. This public design-intent rebuild shows the hub, two builder paths, and comparison view with illustrative data.
The public rebuild groups geography into four broad markets. The original design modeled ZIP-level data.
The frame shows the scenario hub. Open the full product to use every route.
Both tracks use the same scenario model and end in the same comparison view.
Targets, portfolio, pricing, and review keep the analyst path explicit.
The comparison view holds the current portfolio beside two selected scenarios.
The public hub starts with six scenarios built from demo data.
Pricing decisions varied by market, while the review process relied on separate models and decks. Scenario Planner was designed to keep the assumptions, pricing choices, and comparison in one product. The original model used ZIP-level data. This public rebuild uses four broad markets so the interaction can be shown without AT&T data.
A local pricing question could become its own spreadsheet model and review deck. That made scenarios difficult to compare because the assumptions and outputs did not stay together. The design also had to serve two starting points: a leader who wanted a guided proposal and an analyst who needed direct control of the model.
The same pricing decision needed a guided path and a full-control path.
I designed two builders over one scenario model. The guided track starts with targets and returns three costed strategies. The advanced track exposes targets, portfolio, pricing, and review. Both tracks save into the same hub and compare against the current portfolio, so a reader can see the assumptions behind each choice.
Guided track
Targets in, strategies out
Set revenue, net additions, and timeline. The public rebuild returns three costed strategies from those targets.
- Revenue, net additions, and timeline
- Three generated strategies
- Assumptions attached to each choice
Advanced track
Direct control of the model
Set targets, choose the portfolio, configure pricing, and review the scenario before saving it.
- Targets, portfolio, pricing, and review
- Discount bands, duration, and market focus
- Metric preview before saving
One model and one comparison view.
Design decision
Do not hide analyst controls inside the guided builder.
The two paths start from different needs. The guided track asks for targets. The advanced track exposes the pricing controls. Keeping them separate preserves both entry points while the shared model keeps their output comparable.
Scenario Planner product rebuild
The product rebuild includes the scenario hub, advanced builder, comparison view, and guided recommendation route.
Four broad markets stand in for ZIPs. Every scenario and figure uses illustrative demo data.
/Hub
Six illustrative scenarios can be filtered by product, market, or status.
/builderBuilder
The advanced track covers targets, portfolio, pricing, and review.
/compareCompare
The current portfolio and two candidates appear on shared metric rows.
/recommendationRecommend
The guided track turns one target set into three illustrative strategies.
I left AT&T before Scenario Planner launched, so I do not claim post-launch performance. The design intent was a single place to scope a local response, inspect its assumptions, and compare it with the current portfolio before a pricing review.
- Scope the response
- Choose the markets and products included in a pricing scenario.
- Keep assumptions attached
- Review cost, payback, return on investment, and net additions from the same scenario model.
- Compare with today
- Place two candidates beside the current portfolio on shared metric rows.
Similar challenge?
I designed Scenario Planner and left AT&T before launch. The public product is a design-intent rebuild. Its figures and scenarios are illustrative.