01

Our mission

Project goal

"To cut through the noise and stand out from the crowd, making Full Fibre our go-to product, driving uptake for new and existing customers”

I was asked to join a crack team of highly experienced individuals from multiple disciplines to focus on the simplification of the BT homepage. We had two weeks to review, prioritise and re-design the page.

 

ROLE

Visual Design

User Experience

Prototyping

SCOPE

www.bt.com

DATE

September 2021

Hybrid_Connect_cropped (1).gif
 

02

Visual Identity

BOLD. MODERN. SIMPLE

Bring BT into the modern digital age.

It was key for the home page to bring BT into the modern digital age by applying the new Loop design system, whilst also making sure the visual style represents the goals of simplification and content prioritisation with a focus on accessibility.

 

Typography

Headings.jpg

Colors

Colours.jpg

03

Research

We used key data metrics from decibel and findings from our analytics specialist to guide us in what content we kept and prioritised. This would also influence our hierarchy.

By looking at the percentage of click through rates and heat maps for both new and existing customers we could see what users were identifying as a priority and also how easy the user found it to navigate the pages. The heat map clearly identified that users tended to follow the top half of the page and primarily looked for broadband deals followed by TV, then sport then mobile.

Key findings

% clicks on New Customer homepage

% clicks on Existing Customer homepage

Key takeaways

  • Promote products not sales

  • Quick links for ease

  • Prioritise broadband

04

Our Solution

Our key research takeaways such as content hierarchy could be applied, alongside user navigation improvements of quick links and also applying the new loop design system styling.

New customer Homepage

 

This new page produced has been designed to be easy to navigate and not overly complicated with a clear visual hierarchy. There are key calls to action to learn pages or purchase journeys. This page is built around a user who is visiting this page to to find out where they want to go to quickly and effectively.

Before

After

The importance of the handheld experience

BT has primarily been designed with desktop first, therefore mobile view has more often that not been an after thought, which has been reflected in the live build. Looking at the page visits and by what device users are using came to a huge 47%, therefore it was vital that I designed for mobile with equal importance to desktop as a poor mobile experience would create a poor conversion.

 

05

What did I learn?

 

Being even more collaborative

 

When working remotely you need to be even more collaborative that you could be when working in the same office space than your client or coworkers. This allowed me to better understand the creative process I needed to follow in order to create meaningful work.

Respect the design guidelines of a big brand

 

Introducing BT’s new design language within this project I needed to respect the guidelines.

 

Every details matter

 

When working for a big client, every details matter. The visual hierarchy between your elements, the smallest piece of copy, the order of things : everything needs to be thought through and clearly explained.

  • Aaron lodge

    Project Owner

    From Day 1, your enthusiasm and contribution in meetings never faltered, this despite some challenging moments, is to your credit. You’ve been fantastic to collaborate with on everything from the homepage, to all of the learn content and I think the stakeholder management you displayed with contacts from brand, was also fantastic, a key part of our delivery of the pages. You’ve also confidently presented in every weekly demo and to senior stakeholders and been able to answer questions put to you on the designs, a real skill!

    I’m so proud of what we’ve achieved together. I’m especially grateful to have had the opportunity to work with you.

  • Laura Pledger

    Design lead

    Thank you for your fantastic work on Full Fibre. The user-friendly solutions you're designing will make it so much easier for customers to understand what's on offer. And let's hear it for grace under pressure!!

  • Alex Jones

    Senior Product Owner, Product Operations

    Josh, you have gone above and beyond to contribute to the digital experience. I've really appreciated your ability to clearly understand our users problems and design experiences that meet and exceed their needs. Please can we continue working together?!!?

  • Imogen Hesp

    Product owner

    Thanks Josh for supporting and leading the sprints - you acted as a great epic empowerer supporting the team to approach a challenge in a new way and guiding them through the process

DESIGN AND PROTOTYPING

Josh Stevenson

CONTENT AND SEO

Anna Bird