British Telecom

British Telecom's business website struggled with clarity issues, causing high call center volume and missed sales opportunities. With no clear requirements, the team needed to define the project scope while working within BT's brand framework.

Once the team joined the project, they conducted in-depth user interviews and analyzed call center data to identify key pain points:

• –Information Overload — users overwhelmed by technical jargon.
• –Unclear Pathways — disjointed journey from learning to purchasing.
• –Support Dependency — frequent reliance on call center assistance.

• –Requirements gathering
• –In-depth user interviews
• –Ideation — wireframes / prototype creation
• –Usability testing
• –Results analysis / prioritisation
• –UI delivery + guidelines
• –Contribution to the Design Library

As a team of two designers, they advocated for a Design Foundation Approach with a two-sprint buffer before development, allowing thorough research and testing of multiple concepts.

Reimagined Product Pages and Product Carousel

• –Clear value propositions at the top
• –Highlighted key differentiators between products
• –Simplified technical specifications
• –Prominent calls-to-action
• –Improved mobile responsiveness

Enhanced User Journey

• –Reduced steps to find relevant information and complete the purchase
• –Contextual recommendations
• –Simplified product configurators
• –Clear pricing at each step

The BT Business site redesign shows how thoughtful UX design can transform complex offerings into intuitive experiences — reducing support costs while improving customer satisfaction and business outcomes.