AT&T + DirecTV — Enterprise BI Platform Transformation

End-to-end consolidation of fragmented BI tools into a unified, scalable platform — standardizing dashboards, data models, and decision workflows at enterprise scale.

Impact Operational Efficiency: ~$12M cost savings (internal)
Impact Speed-to-Ship: ~20% faster development (internal)
Impact Workflow Performance: ~25% workflow improvement (internal)
Impact Adoption & Trust: increased usage/engagement; improved decision speed (internal)
  • Mandate: Transform fragmented BI dashboards and reporting into an enterprise platform executives and business teams can trust for KPI visibility and decision support.
  • Designed and delivered enterprise BI dashboards and reporting systems enabling teams to monitor KPIs, adoption, and operational performance.

Enterprise-wide BI ecosystem across multiple business units, shared data models, standardized workflows, and scaled rollout across product lines.

Role: Owned UX and platform strategy for enterprise BI transformation; defined unified experience vision; established governance (RACI, three-in-a-box); aligned Product, Engineering, and Data teams across business units.

  • Unified fragmented BI into a governed platform experience with reusable patterns and shared services.
  • Standardized design systems and data visualization components for consistent delivery.
  • Improved adoption and delivery speed through governance + operational alignment.
AOTS Report (2024)
AMP Tools Usage 2024 |
Scaled Adoption & Platform Maturity

AT&T + DirecTV Merger | Enterprise BI Transformation

During the merger, the organization faced fragmented BI systems across business units with inconsistent tools, duplicated data, and disconnected user experiences.

myBI Roadmap
  • Fragmented dashboards and reporting tools
  • Inconsistent UX across BI platforms
  • Low adoption and trust in data
  • Redundant systems increasing operational cost

This fragmentation created disconnected workflows and inconsistent data models across the enterprise.

User Experience Workflows myBI Datamart Model v4.0

To address these challenges, I led the transformation toward a unified BI platform.

Before: myBI Hub — IBM

E2E data / system visual
  • Siloed BI tools
  • Inconsistent dashboards
  • Manual workflows
  • Low adoption

After: Unified BI platform (AMP/MyBI)

After: Unified BI platform (AMP / MyBI) dashboard example
  • Unified BI platform (AMP / MyBI)
  • Standardized design systems
  • Scalable dashboards across business units
  • Improved usability and adoption

Note: Internal/FPO visuals; included to demonstrate measurement & governance framework.

  • Owned UX and platform strategy for enterprise BI transformation
  • Defined unified experience vision across data platforms
  • Established governance models (RACI, three-in-a-box)
  • Aligned Product, Engineering, and Data teams across business units
  • Led product operations alignment to standardize delivery and improve platform efficiency
  • Architectural authority: set standards and mentored teams to keep patterns consistent across product lines

  • Designed and implemented scalable design systems for BI platforms
  • Consolidated multiple tools into a unified platform experience
  • Created data visualization standards and reusable components
  • Enabled Agile delivery workflows across teams

I drove this transformation through a combination of platform strategy, design systems, and operational alignment:

myBI Site Map Communities
Power BI UI/UX Guidelines

  • Rolled out across 10+ product lines and business units
  • Integrated into Power BI and enterprise data platforms
  • Embedded within Agile product delivery and release cycles
  • Supporting 30K+ enterprise users across distributed teams

Developed in collaboration with BI/data teams and refined over multiple years of enterprise use—ensuring accuracy, usability, and sustained adoption at scale.

Power BI embed — ASK AT&T Utilization (2023)
E2E data / system visual

Note: Internal/FPO visuals; included to demonstrate measurement & governance framework.


  • Drove adoption through internal communications, newsletters, and training
  • Created engagement programs to onboard users to the new platform
  • Increased platform usage and cross-team alignment

To ensure adoption across the organization, I established structured communication and engagement programs:

CDO myBI User Adoption CDO Weekly Report

This unified BI platform became the foundation for AI-driven decision systems.

  • Decision paths: standardized KPI and exception workflows create clean entry points for copilots and contextual assistants.
  • Trust & governance: shared definitions, consistent models, and standardized patterns reduce “multiple truths” — enabling explainable recommendations.
  • Human control: high-impact recommendations require review/confirm gates; low-risk suggestions remain assistive.
  • Measurable rollout: instrumentation + adoption signals determine whether AI patterns expand across business units.
  • Executive validation: KPI clarity and decision readiness confirmed with leadership stakeholders.
  • Workflow validation: iterated with analysts and operational users to ensure patterns matched real decision workflows.
  • Rollout validation: adoption and engagement signals used to guide phased rollout across business units.

The impact of design wasn’t just interfaces — it was aligning systems, teams, and data so better decisions could be made reliably at scale.

This is “modernization without disruption”: standardize what matters (patterns, governance, shared services) so multiple teams can ship faster without fragmenting trust.

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