BT Business
Product Design
Service Design
Business Design
Oct 16, 2024
Overview
There are key windows of opportunity when Business broadband customer reach their end of contract. I lead the BT Business Broadband renewal team to reduce churn and increase average revenue per user (ARPU)
The challenge
In Q2 2023/24, I led a design team to improve BT Business' broadband renewal process, attracting 1,000 weekly visitors. The key challenges included boosting conversions through a better End of Contract Notification (EOCN) and landing page experience, and addressing the outdated, five-year-old email design, which failed to meet accessibility standards or align with our design system.
Development
I enlisted our user researchers to conduct discovery interviews and directing product designers to run a complete audit of the renew experiences that were currently live.
Findings uncovered:
Get in touch component was poorly visible for customer engagement
Overuse of the primary CTA (call to action) and primary colour in the DS (design system)
Ineffective IA of information above the fold of the webpage
Customer Research Insights:
10-15 seconds latency for customers to understand the page.
Confusion between current and recommended plans due to lack of clear differentiation or signifiers.
Desire to know how much a customer could save if they renewed with us earlier
Solution
Building the product right
To address the challenges, I created a mini roadmap to test and iterate solutions. I led guerrilla testing of wireframes internally before presenting high-fidelity designs to users.
I collaborated closely with developers to ensure alignment with our UX logic, particularly for complex content like prices and speeds fetched via the Pega API, which adapts based on location and market rates.
Additionally, I initiated a redesign of the email experience to better align with user preferences and engagement goals. This work is ongoing, focusing on testing new layouts and messaging strategies to complement the platform improvements.
Key actions included:
Stakeholder co-creation to refine wireframes.
Unmoderated user testing for rapid feedback.
Design-dev syncs to align with Pega’s requirements.
These efforts reduced confusion, streamlined the experience, and set the foundation for enhanced engagement across touchpoints.
Shivangi Dubey - Product Manager BT Business
The result
Upgraded mobile-first experience, using a vertical card scroll approach for easier comparison on mobile screens.
Increased engagement with mobile first design approach
Increased conversions with personalised recommendations
