British Telecom
About BT
BT Group is one of the world’s leading telecommunications companies, headquartered in London and operating in over 180 countries. It is the UK’s largest provider of fixed-line, broadband, and mobile services, and also delivers television, IT, and network solutions to millions of households and businesses. With its scale and critical role in national infrastructure, BT continues to invest in digital transformation to simplify customer journeys and strengthen engagement.
My contributions
As a Senior Product Designer embedded in BT’s design tribe, I contributed to creating streamlined digital journeys for SME customers renewing or upgrading broadband bundles. My work spanned research, end-to-end journey mapping, and responsive UI design across mobile, tablet, and desktop, ensuring clarity and ease of use for small business owners.
A key focus was improving the core renewal flow for business broadband users reaching the end of their 24-month contracts. I contributed to designing a simplified online process that allowed customers to compare bundles, review their existing plan, and renew or upgrade with minimal friction. This work supported BT’s aim of increasing renewal rates, reducing service calls, and giving SME customers more control over managing their contracts digitally.
Business outcomes
As part of BT’s wider digital transformation, I contributed to designing streamlined journeys for broadband contract renewals and upgrades in the SME segment. The outcomes below highlight how the work supported BT’s objectives — improving renewal rates, reducing service costs, driving upgrades, and ultimately delivering measurable revenue growth.
Project summary
Worked with BT on designing onboarding and contract renewal journeys for SME customers focused on Broadband Bundle offerings. Embedded in a cross-functional squad as part of BT’s wider design tribe, collaborating with Business Analysts, Customer Experience specialists, UX and UI designers, and user testing teams.
Research, reviews and information gathering
We began by analysing existing renewal journeys, reviewing competitor approaches, and gathering insights to inform design priorities.
User experience planning
I contributed to mapping end-to-end customer flows, ensuring the renewal process was clear, consistent, and aligned with BT’s business goals.
Priority: Best display of bundle content blocks
Special focus was placed on presenting bundle options in a way that made comparisons simple and upgrade paths more compelling.
Mobile first experience
Designs were developed mobile-first, ensuring usability and clarity for the majority of SME customers engaging on smaller screens.
Tablet experiences
Tablet layouts were adapted to maintain clarity while optimising for a larger display, balancing information density with usability.
Desktop experiences
The desktop experience was refined to provide a comprehensive view of bundles and pricing, supporting SMEs managing contracts at scale.
Graphical experiences
Visual elements were designed to reinforce clarity and trust, making complex information more accessible to a diverse customer base.
Design system components
Reusable design system components were created and applied to maintain consistency, reduce build time, and support future scalability.
Process double diamond approach
The project followed a double diamond approach, moving from discovery through to definition, design, and delivery with iteration at each stage.
Tools used
Industry-standard tools such as Figma, Jira, and Confluence were used to support collaboration across design, product, and engineering teams.
Related projects in online retail
A selection of projects where I’ve contributed to design systems, product experiences, and customer journeys for leading global brands.
