Turning ideas into reality: how the amiGO line of family products was created!

Inspiration Strikes

One night when Tara Colon, Associate Vice President – Device Partnerships, was out for dinner with her family, she noticed that most of the kids around them were glued to their devices and completely disengaged from their surroundings. It was at that moment she realized how important it is to have devices with better parental controls to help kids balance their screen time and stay more connected to their families. This observation grew into the idea of a family-friendly tablet that is controlled through a parent’s device.

“What makes amiGO Jr. Tab™️ different from any other tablet on the market is the free app for parents, which gives them greater control over their child’s browsing and online playtime,” Tara explained.

However, it didn’t stop at the amiGO Jr. Tab, Tara had big plans for the amiGO family line of products. She wanted a device to help her stay connected to her kids while they were at school, or at a friends house while introducing them to the digital world. She wanted a kids’ watch that allowed let her to message her kids, track their location, and let them focus at school by disabling calls & texts during school hours. This would keep her kids safe during school, playdates and more, all from their wrist.

Believing these products would resonate with parents, she presented the concept to her leadership, which kickstarted a project that would call for collaboration across the company to create AT&T first kids products starting with  the AT&T amiGO Jr.  Tab™️ and AT&T amiGO Jr. Watch™️.

Teamwork in Action

The path from idea to market isn’t a straightforward one. Much like raising a family, launching a new product takes a village – or, in this case, a great team of people across the company!

Research

As we do with all our products, we start by considering the customer. Our market research team takes the lead to speak with consumers and pin down what their needs and wants are for a new product or service. Then the product marketing team takes those findings to tailor the project and build a roadmap to development.

“It’s essential to truly understand what customers are looking for, so we start with research,” Tara said. “We dive deep into their needs to make sure we’re building something meaningful.”

Design

Research complete and with a path forward, designers and engineers come on board with the task of building an engaging user experience. This team works together to tweak and iterate the initial concept until they achieve an accessible and consistently functional product. As members of the design team work to make the requested features a reality, the product begins to take flight.

“After the design phase, the product goes through a rigorous testing process to ensure optimal cellular connectivity and performance.”

A young child enjoys the latest addition to the amiGO family: the AT&T amiGO Jr. Watch ™️

Testing

Further adjustments are made throughout the process as they refine the programming. In addition to software testing, the Supply Chain team is involved to ensure the materials used to create the tangible product are optimal. Factors such as cost, sustainability, and reliability are considered as we head toward the final product.

Marketing

With the device nearing completion, the question is now, how do we bring it to the customer? This stage involves coordinated efforts from several teams, including brand, marketing, and sales. The Brand team crafts a compelling story and visual identity, while the Marketing team strategizes on effective channels and campaigns to generate buzz, and the Sales team develops distribution plans.

Customer Support

While marketing teams works their magic, our Customer Support team is busy learning the ins and outs of the new product so they can offer top tier assistance. They engage in comprehensive training sessions to understand every feature and potential issue, ensuring they can provide accurate and helpful guidance to customers.

“Engaging with these diverse groups allows us to further refine the concept from all angles, making sure it’s feasible and sustainable. By the time we launch, we’re confident that every detail has been fine-tuned to make a strong impact in the market.”

It started with a family dinner out and an idea. The journey of the amiGo Jr. Tab and amiGO Jr. Watch exemplifies what can be accomplished with determination, innovative thinking, and collaboration – three key ingredients to all our successes. Anyone can be an innovator, which is why our team members are encouraged to pursue what inspires them. Thanks to the many dedicated individuals who turned this idea into reality, we are proud to bring a product that connects families and enhances lives. The amiGo Jr. Tab and amiGO Jr. Watch stands as a testament to the power of teamwork and the endless possibilities of creativity.

Tara offered this advice to others out there with big ideas, “Speak up and share your ideas. Sometimes the best insights and inspiration comes from everyday life and working together. Just as important, never give up. The path from concept to reality can be challenging but keep pushing forward. Every step, brings you closer to making it happen.”

Be part of creating the next big thing.