GO DO
AT&T came to frog for the design of their next gen flagship home internet modem/router. In a first for AT&T, this would incorporate fixed wireless 5G technology, enabling home WiFi internet powered by AT&Ts new 5G wireless network. No wired connection needed.
To celebrate this technology milestone, AT&T wanted an equally revolutionary design. We worked with AT&T over 2 years to create a new form language and product set that translates their ‘curved brand’ into 3D space.
The trick with wireless routers is that in order to work well, they need to be out in the open - too close to a wall, in the corner, on the floor, behind things - and they just don’t work well. This is doubly important for a device that is not only sending out WiFi signals but also receiving 5G. Placement is paramount for optimal perfomance.
We worked with both conscious and unconscious cues to create a device that not only clearly explained to the user where best to place it, but also made the user want to place it in better locations automatically. We created a simple self install process based on a symbiotic app/LED-array interaction that clearly communicated where to best place the device - and we also created a retro-futuristic dot matrix LED clock which naturally pushed users away from hiding the device.
Much care was taken in the creation of the custom, “dead front,” LED matrix display - creating a display that looks beautiful both on and off. The typeface is completely custom, and animations went through several rounds of user testing to validate their ability to intuitively communicate function. The device can even be installed standalone, without an app, via the LED array alone.
The form itself - wide and flatter than usual - was driven by the need to no only be surface mountable as all routers are - but also wall mountable. We strove to make the device to look equally at home on a surface as on a wall.
A companion ‘extender’ which turns the device into a home mesh network was also created, matching the look of the main unit and creating a cohesive family.
We worked through from the very beginning of ideation through to production rollout side by side with the overseas OEM - making sure our ideas were manufacturable and creating production-ready surfacing for all exterior faces, venting, ports, and mounting accessories.
skills: Design Direction, Mechanical Engineering, Industrial Design, User Research, DFM, Packaging, Unboxing, UX
years: 2021 - 2023