BT Digital Team.

BT Sport Monthly Pass

The Problem.

BT required a rethink of how they achieved customer acquisition journeys. As they have a lot of old systems that created a poor customer experience for the end user. It was impossible to design with the best needs of the customer in mind, as business logic seeped into the journey design.

BT Sport Monthly Pass was the first project in the BT Sport digital transformation. This afforded the team the opportunity to break away from established patterns. As BT was also going through a rebrand, it was the perfect opportunity to design and create a contemporary, user-centred journey.

Below are some images showing our journey creation. We did a lot of work on white boards early on. This helped us to quickly plan based on what we were learning about the business capability and customers needs. Below that is one of our usability testing sessions with our board of findings.

My role.

I was one of two Product Designers in the team. We worked closely with a Content Designer and two Front-end Engineers. This was a great mix for delving deep into UX, UI and accessibility.

Following the Design Sprint, our work moved into information gathering. What was currently available? What was possible and what were our customers after?

We created a Product Blueprint to track all this knowledge and share it with the wider team. This then led to us creating journey maps to satisfy the customer needs and business requirements.

Then we moved into creating designs and prototypes. Creating hypotheses to test with users in the lab once a sprint.

Lastly we ran workshops to showcase how we were solving our problems and inform other team members of the Product team. This was really helpful in fostering support and collaboration.

In the end, we were able to release our journey in less than a quarter of the time and increased journey conversion by 12%. Here are some of the old vs new in numbers: