Client: BT  |  Company: Epam  |  Role: Lead Designer  |  Product: Website

BT Enterprise

We were tasked with reimagining and rebuilding business.bt.com as BT Business's flagship sales platform, with a strong emphasis on optimising the core learn and buy journeys.

My services
UX/UI
Brand development
Design system
Prototyping
Art direction

I played a key role in the project from discovery through to launch, ensuring a seamless and impactful digital experience

• Led the design direction, adapting and developing BT’s new ‘Nayan’ brand for digital applications
   
• Designed a comprehensive suite of components and page templates  
   
• Collaborated with BT’s design system team to establish governance and consistency
   
• Developed interactive prototypes for user testing and client demonstrations
   
• Created detailed design specifications to streamline the developer handover process
   
• Directed the art production for the new live pages

The challenge

With such a broad array of products and solutions which service everyone from plumbers to multi-national corporations, how do you stand out and simplify your propositions in a competitive digital marketplace?

BT faced challenges both with customer experience and internal governance

• Outdated website no longer services customers’ needs, sales priorities, brand narrative or purpose
   
• Confusing information architecture and content strategy does not reflect the evolved commercial and proposition strategy
   
• Poor digital merchandising and optimisation of sales messages. Lack of focus on conversion / delivering digital sales and leads
   
• An absent design and development governance model has lead to inconsistencies across the site and unnecessary operational costs

We therefore worked with a range of BT stakeholders to outline a vision for digital transformation and some core objectives

• Define clearer and more targeted learn and buy journeys for BT's core audience types
   
• Simplify BT's rich portfolio of products and services
   
• Enhance lead generation channels for new customers
   
• Revise the site's information architecture and navigation
   
• Build a new scalable suite of AEM components and templates alongside BT's new brand language

We also established a set of creative ambition principles which helped anchor our UX and design thinking for the entire engagement

• Create relevant, standout experiences that guide, inspire and connect customers with brilliant business services
   
• Effortless learn and buy with knowledge and the ability to self-select and self-serve
   
• Use real time data to make the experience personal and contextually relevant at every touchpoint, reducing noise
   
• Demonstrate expertise by twinning experts with leaders in the field, telling engaging, relatable and market-leading stories

Our digital transformation solutions

Together, we helped deliver a personal and revitalised customer experience which incorporated the following deliverables...

A robust new design system provided the bedrock for digital transformation

• Built a new streamlined component library featuring 56 components (with built in variants)
   
• Produced structured content models, introducing 16 new page templates to the site's design system and AEM environment
   
• Harnessed BT's new brand and design language to instil consistency and breathe new life into site componentry

A new site architecture and navigation which speaks directly to the customer

• Reframed and refined BT Business' audience segmentation model for new digital customer personas and analysis of the site's learn and buy journeys
   
• Audited a site of over 1,500 URLs and developed a leaner and more solution focused information architecture which significantly reduced page count and serviced user needs
   
• Redesigned the site's navigation using a new customer segmentation model and refined product and solutions catalogue

Refined lead generation tools which simplified buy journeys

• Redesigned the site's communication panel and simplified the ways customers searched for contact information
   
• Introduced new pathways to schedule a call back using conversational UI & progressive display forms
   
• UX solutions which were tested & validated with core user groups

Impact created

• Reduced existing component library from 75+ components to 56
   
• Achieved a 34% decrease in site depth
   
• 1.4% increase in digital leads within the first month
   
• 1 second reduction in page speed with our new component library/AEM Cloud environment