BT Business

The Brief

When: 2012

Role: Lead Experience Designer

Team: 2 ux, 2 design, and a bunch of techies

Overview

Develop the vision for BT Business digital engagement stratagy

Business goal

Streamline the sales experience to tailor content to business sizes and bring advanced account management online

Experience goal

One BT - Customers should feel like BT always knows about them wether engaging with sales, service, or their account manager

understanding the audiance

Who are we talking too

We defined an updated set of persona's based on in-depth interview, user testing and crm data. These were then referred to on all BT Business projects going forward.

Customer needs

Themes

Behavioural axis

Patterns

Customer types

Personas

Persona reference

Concept testing

Getting the right balance

We performed concept testing with business customers to test different approaches to engaging with the BT Business website

Concepts were tested on paper prints out were participants could comment on and make notes

A complex journey – showing all products

A simpler journey only showing relevant product

Customer were also asked to group product

Grouping were used to create final taxonomy of the site

We performed concept testing with business customers to test different approaches to engaging with the BT Business website

Experience Principles

Dedicated to helping customer thrive

We worked with BT to define a set of Experience Principles that guided all work happening in the new visual style.

We developed a set of 4 overarching principles

That mapped to our personas

and were used as a rational for each page

The vision

Check in on the taxi ride

We created some examples of how the design language and experience principle could come together. These acted as inspiration for what we were trying to achieve on a long term basis with the site