PROJECT SNAPSHOT
PROJECT SNAPSHOT
Redesigning British Telecom's Business Internet Buying Experience
Redesigning British Telecom's Business Internet Buying Experience
In line with new strategic initiatives to automate business broadband orders, I performed product research, UX and UI design to transform the buying experience for BT business customers - affording them a more personalised e-commerce experience. There were a variety of problems that this redesign intended to solve which are discussed below.
MY IMPACT ✨
17% increase in "buy now" click rate (original rate is confidential).
Time on page increase by 327%.
145% increase in engagement with comparison table.
3% increase in conversion in the digital channel.
In line with new strategic initiatives to automate business broadband orders, I performed product research, UX and UI design to transform the buying experience for BT business customers - affording them a more personalised e-commerce experience. There were a variety of problems that this redesign intended to solve which are discussed below.
MY IMPACT ✨
17% increase in "buy now" click rate (original rate is confidential).
Time on page increase by 327%.
145% increase in engagement with comparison table.
3% increase in conversion in the digital channel.
ROLE
Product Design Specialist
TYPE
Redesign & Rebuild.
Stakeholder Management
TEAM
1 Product Designer
1 Content Designer
YEAR
2023
ROLE
Product Design Specialist
TYPE
Redesign & Rebuild.
Stakeholder Management
TEAM
1 Product Designer
1 Content Designer
YEAR
2023
Project Highlights ✨
Project Highlights ✨
I expanded the BT Design System
I expanded the BT Design System
Using Atomic Design principles, I created 17 new components that I spec'd to be delivered directly into the design system. My designs were also the first to demonstrate the new BT Business Design Language called "Arc".
Using Atomic Design principles, I created 17 new components that I spec'd to be delivered directly into the design system. My designs were also the first to demonstrate the new BT Business Design Language called "Arc".
I spoke to the SME business community
I spoke to the SME business community
While there was a wealth of prior research, I also had the opportunity to interview 10 SME UK business owners. We spoke about the paradigm shift of business after COVID-19 and their personal business woes when it pertained to broadband.
While there was a wealth of prior research, I also had the opportunity to interview 10 SME UK business owners. We spoke about the paradigm shift of business after COVID-19 and their personal business woes when it pertained to broadband.
I did a lot of product discovery
I did a lot of product discovery
Creating the right product means understanding the customer deeply. I used a lot of typical UX methods here including heat-maps, heuristic evaluations and competitor analysis.
Creating the right product means understanding the customer deeply. I used a lot of typical UX methods here including heat-maps, heuristic evaluations and competitor analysis.
I aligned our wider stakeholder group to our vision
I aligned our wider stakeholder group to our vision
BT is a gigantic corporate business - one of the biggest employers in the UK. Our role wasn't to only convince our product owners of the vision, but our senior leadership team spanning over 25 departments across the business that this journey would impact. I brought leadership on the journey with us.
BT is a gigantic corporate business - one of the biggest employers in the UK. Our role wasn't to only convince our product owners of the vision, but our senior leadership team spanning over 25 departments across the business that this journey would impact. I brought leadership on the journey with us.
Some of the problems we solved ✅
Some of the problems we solved ✅
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
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
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.
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.
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.
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.
Mobile first design
50% of our traffic was from mobile phones. The design had optimisations specific to mobile.
Get me to what I care about
So much information on the product, we built in tabs to enable customers to get to what they cared about
Mobile first design
50% of our traffic was from mobile phones. The design had optimisations specific to mobile.
Get me to what I care about
So much information on the product, we built in tabs to enable customers to get to what they cared about
👈🏼 See the previous project
Designing the UK's first Generative AI Digital Assistant for EE
Take a deeper look 💡
Learn about the process, research and hypothesis behind this work
🔒 CASE STUDY DEEP DIVE
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See the next project 👉🏼
Automating Orders for British Telecom
Take a deeper look 💡
Learn about the process, research and hypothesis behind this work
🔒 CASE STUDY DEEP DIVE
↓
↓
🔒 CASE STUDY DEEP DIVE
↓
↓