BT

The Challenge

BT is a world-leading technology business that needed to shake off perceptions of an old style utility company in order to position itself as a leader in a rapidly changing world. Their existing digital channels were chaotic, complicated and disparate.

The Solution

A simplified and human-centred digital experience was needed across the various BT sites. Working alongside Product Design Managers, Brand, CX, Product Owners, Engineers and Stakeholders as well as other Product teams, we created a new design system with a compact set of core visual components that would allow the brand to evolve with the business, preserving recognition as the organisation grows. We focused on a more personal approach that encompassed and refreshed every part of BT's brand identity. We updated and rebuilt an entirely new design system. Every single element has a common design language that fits together as part of an easy-to-manage and efficient visual system.

We replaced several legacy CMS systems with Adobe Experience Manager and eliminated data silos that were impacting website performance and automated many data processes to support seamless integrations between digital channels.

This resulted in a 39% reduction in bounce rates after relaunching the new digital customer experience.  Page views were boosted by 19%. Pages load on average 35% faster.

Role

Senior Experience Designer

Activities & Deliverables

Competitor Analysis, Customer Research, User Journey Mapping, Experience Design, Wireframes/Prototypes, Branding, Graphic Design, UI Visual Design and Design System, Usability and A/B Testing.