Rate Plan Calculator

Simplifying a complex process with an elegant and easy to use app that has both customers and sales staff cheering.

What we did

SMITH developed an easy-to-use mobile-optimized web application that can be accessed from any smartphone, tablet or desktop browser.


  • 2014 Silver Communicator Award (Telecommunication and Sales Category)
  • 2012 Interactive Media Award, Outstanding Achievement Award (Retail Category)

The work

Not so long ago, the process of choosing a rate plan at an AT&T store was complex, cumbersome and accompanied by tedious calculations. For a company that made its reputation by putting incredible technology into the hands of its customers, this restaurant-style ordering system was a cause of concern for both customers and the company’s sales staff. So AT&T called on SMITH for a solution.

The result was the AT&T Rate Plan Calculator. Conceived and developed by SMITH, this handy mobile app guides customers and sales reps through the rate plan purchase process efficiently, quickly, expertly, painlessly and lets users shop for and customize plans, compare plans side-by-side, calculate monthly charges, email plan summaries, and more. To make things even easier, all calculations display on screen—alleviating any sticker shock customers might otherwise feel.

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