Challenge
In 2014, BT, one of the UK's largest telecommunications companies, launched its mobile service as part of its expansion beyond traditional fixed-line services into the mobile market.
While at SapientNitro, I worked on the BT account as part of a large, multidisciplinary project team, supporting a wider rebrand and redesign of BT's digital proposition across TV, Phone, Broadband and, most recently, Mobile.
The challenge was to design a new section of the updated website to support the launch of BT's competitive mobile tariffs. Customers needed a clear, intuitive way to compare handsets, explore contract options and understand the available tariffs before making a purchase.
The project also presented an opportunity to test and extend BT's recently launched design system, ensuring its visual language could accommodate a new product category while delivering a consistent experience across the wider proposition.
Approach
Working collaboratively within a multidisciplinary team, we designed an end-to-end digital journey that enabled customers to research available handsets, explore device options and configure their mobile tariff through a single online experience.
We focused on making the journey intuitive and informative, paying particular attention to the way product information was presented, how users navigated between options, and how clearly the interface communicated the choices available to them.
User testing was central to our approach. We conducted three rounds of testing throughout the project, evaluating individual user journeys, engagement with the interface, comprehension of the copy, and the effectiveness of page navigation and signposting.
Following each round, we incorporated user feedback into the design, refining the experience to address areas of confusion and improve usability. We worked closely with senior stakeholders throughout the process, balancing user needs with business objectives and ensuring the evolving design met the requirements of the mobile proposition.
Alongside the customer journey, we used the project to validate the existing design system and explore how its components and visual language could be extended to support a new product offering.
For me, the project brought together user-centred design, iterative testing and cross-functional collaboration to support the launch of a new digital product experience within an established telecommunications brand.
Solution
We designed an end-to-end online experience for BT Mobile, enabling customers to explore handsets, select device options, compare contract types and configure their preferred mobile tariff.
The resulting design provided a structured journey through the available products and options, helping customers navigate the decisions involved in choosing a mobile package.
Through three rounds of user testing and iterative refinement, we developed the experience in response to user feedback, improving the clarity of the interface, the presentation of product information, and the signposting throughout the journey.
The project also provided a practical opportunity to test and extend BT's recently launched design system, applying its visual language to a new product category within the wider digital proposition.
Experience & development: Visual design, User testing moderation and observation, stakeholder management, presentation skills, project creative leadership.