Client: BT | Company: Epam | Role: Lead Designer | Product: Website
BT Global
Bringing BT Global's new brand to life while enhancing the UX/UI of key website sections.
My services
UX/UI
Design system
Prototyping
Art direction
The challenge
The BT Global website lacked clarity and direction, failing to effectively showcase its products and services. Key challenges included:
- Undefined brand identity, with no clear guidelines for how ‘BT Global’ should be represented
- Poor information architecture (IA) and UX issues, making it difficult for users to find relevant products and services
- Missing digital buy journeys, leaving users without clear paths to conversion
- Limited brand narrative, failing to communicate who BT Global is and what they offer
Leading the vision
I drove the design vision for the project, establishing new guidelines and standards to shape the team’s future work. This ensured a consistent, scalable, and user-focused digital experience for BT Global.
- Conducted competitor analysis to inform strategic decisions
- Defined the brand and UI direction, positioning BT Global effectively
- Designed a new suite of components and page templates for a cohesive experience
- Established updated grids and breakpoints for improved responsiveness
- Contributed to BT’s design system governance, creating a unified source of truth
Solutions
Through the team’s collective efforts, we delivered a strong set of impactful solutions, creating a more intuitive, engaging, and results-driven platform.
- Established a new cohesive identity for BT Global
- A new IA and megamenu, making the site easier to digest and navigate
- Revamped key pages, including Home, Product Detail Pages (PDPs), and Solution & Product listings
- Implemented new digital buy journeys, enabling users to place orders directly without needing to contact an agent
- Informed and developed the Global Design system
- Achieved an immediate increase in conversions on buy journeys, driving measurable business impact
