BT
REDESIGN
PROJECT SNAPSHOT
PROJECT SNAPSHOT
Redesigning British Telecom's Business Internet Buying Experience
Redesigning British Telecom's Business Internet Buying Experience
THE PROBLEM ❌
In line with new strategic initiatives to automate business broadband orders, BT needed a new digital experience for businesses to ensure that orders performed online fit the customers very specific organisation needs. The previous experience was leading to a significant number of orders over the phone or orders being changed before and after arrival.
MY IMPACT ✨
MY IMPACT ✨
I performed product research, UX and UI design to transform the end-to-end buying experience for BT business customers - affording them a more personalised e-commerce experience.
I performed product research, UX and UI design to transform the end-to-end buying experience for BT business customers - affording them a more personalised e-commerce experience.
27% increase in "buy now" click rate (original rate is confidential).
27% increase in "buy now" click rate (original rate is confidential).
27.2% decrease in bounce-rate at the top of the funnel.
27.2% decrease in bounce-rate at the top of the funnel.
Time on page increase by 327%.
Time on page increase by 327%.
145% increase in engagement with comparison table.
145% increase in engagement with comparison table.
3% increase in conversion in the digital channel.
3% increase in conversion in the digital channel.
ROLE
ROLE
Product Design Specialist
Product Design Specialist
TYPE
TYPE
Redesign & Rebuild.
Stakeholder Management
Redesign & Rebuild.
Stakeholder Management
TEAM
TEAM
1 Product Designer
1 Content Designer
1 Product Designer
1 Content Designer
DURATION
DURATION
2023 - 8 weeks
2023 - 8 weeks
Project Process
Project Process
Audit and summarisation
Audit and summarisation
I also took an audit of all current research performed on the journey and reviewed heat-maps, original hypothesis and current page performance. This unpacked issues with mass bounce-rate, low time-on-page and customer drop off.
I also took an audit of all current research performed on the journey and reviewed heat-maps, original hypothesis and current page performance. This unpacked issues with mass bounce-rate, low time-on-page and customer drop off.
Running interviews and end-to-end usability testing sessions.
Running interviews and end-to-end usability testing sessions.
To deeper unpack these issues, I ran end-to-end usability and sentiment tests on the whole purchase experience with 10 of our SME Customers.
To deeper unpack these issues, I ran end-to-end usability and sentiment tests on the whole purchase experience with 10 of our SME Customers.
Customers don’t understand the value proposition.
Customers expressed a lack of understanding in the value of the different elements of the offering. Specific terms did not resonate with the customer. Previous experience did a bad job of highlighting the practical applications of the benefits included with different plans.
Customers don’t understand the value proposition.
Customers expressed a lack of understanding in the value of the different elements of the offering. Specific terms did not resonate with the customer. Previous experience did a bad job of highlighting the practical applications of the benefits included with different plans.
Customers don't understand the broadband speeds.
Customers can’t tangibly decern how the speeds will impact the day-to-day of running their business. Therefore the different speed options didn't make much sense to the customer.
Customers don't understand the broadband speeds.
Customers can’t tangibly decern how the speeds will impact the day-to-day of running their business. Therefore the different speed options didn't make much sense to the customer.
Offering doesn't feel specific to their business needs.
Customers feel as though the product offerings are “generic” and don’t feel bespoke for their business.
Offering doesn't feel specific to their business needs.
Customers feel as though the product offerings are “generic” and don’t feel bespoke for their business.
Ideation sessions with product
Ideation sessions with product
With our pain-points defined, I ran a 2 hour workshop with product to playback problems and draft sketches for the future experience that we wanted to build.
With our pain-points defined, I ran a 2 hour workshop with product to playback problems and draft sketches for the future experience that we wanted to build.
Testing Mid-fi Concepts
Testing Mid-fi Concepts
Once we had voted on our favourite concepts, created some mid-fi designs based on the chosen sketches. I ran usability testing to unpack if customers better understood the product. While we had some feedback on customers feeling that the page was overwhelming, overall customers rated dramatically higher rates of understanding compared to previous tests.
Once we had voted on our favourite concepts, created some mid-fi designs based on the chosen sketches. I ran usability testing to unpack if customers better understood the product. While we had some feedback on customers feeling that the page was overwhelming, overall customers rated dramatically higher rates of understanding compared to previous tests.
Delivery and CMS Configuration.
Delivery and CMS Configuration.
Via Atomic Design principles, I created 17 new components delivered directly into the AEM CMS. My designs were also the first to demonstrate the new BT Business Design Language.
Via Atomic Design principles, I created 17 new components delivered directly into the AEM CMS. My designs were also the first to demonstrate the new BT Business Design Language.
Some of the problems I solved ✅
Some of the problems I solved ✅
How might we improve customers understanding of internet speed?
How might we improve customers understanding of internet speed?
We make internet speed tangible for business customers by having an interactive speed component that shows how long it would take for certain every day actions to be performed.
We make internet speed tangible for business customers by having an interactive speed component that shows how long it would take for certain every day actions to be performed.
How might we ensure customers know that prices depend on their location?
How might we ensure customers know that prices depend on their location?
Customers are unable to get accurate speeds and prices until we have checked their business location. In the design, we call this out with a status message and provide limited information about the price of the product.
Customers are unable to get accurate speeds and prices until we have checked their business location. In the design, we call this out with a status message and provide limited information about the price of the product.
How might we help customers better understand the price of their product?
How might we help customers better understand the price of their product?
Not only do we now give them a VAT toggle and describe the difference between the upfront and monthly charge, we also provide a breakdown of the charges to the customer in a table.
Not only do we now give them a VAT toggle and describe the difference between the upfront and monthly charge, we also provide a breakdown of the charges to the customer in a table.
Mobile first design
Mobile first design
50% of our traffic was from mobile phones. The design had optimisations specific to mobile.
50% of our traffic was from mobile phones. The design had optimisations specific to mobile.
Get me to what I care about
Get me to what I care about
Customers expressed in Mid-fi testing that they found the amount of info overwhelming. These are now separated into tabs.
Customers expressed in Mid-fi testing that they found the amount of info overwhelming. These are now separated into tabs.
This redesign was the primary digital experience that launched with BT's rebrand to a business-focus company.
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