BT Group is the UK's largest telecommunications provider — serving millions of consumer, business, and public sector customers across broadband, mobile, TV, and networking services. Founded in 1846 and privatised in 1984, BT has one of the most recognised brands in British infrastructure, with a particular strength in business connectivity through its BT Business division.
As a Senior Product Designer embedded within BT's SME digital team, I worked on a self-serve broadband renewal and upgrade journey for small and medium-sized enterprise customers — helping them manage contracts, compare bundles, and complete upgrades digitally, without needing to call.
BT's small-and-medium-enterprise customers were managing broadband renewals and upgrades largely through service calls — a slow, costly channel for both sides. Renewal journeys were unclear and bundle options were hard to compare, leading to missed renewals and high call volumes.
BT needed a digital-first journey that SME customers could navigate confidently on their own, on any device.
Embedded within BT's design tribe — alongside business analysts, CX specialists, and user testing teams — I started with discovery: analysing existing renewal journeys, reviewing competitor strategies, and gathering customer insights.
I mapped the end-to-end flow, designed mobile-first for the majority of users, and built reusable responsive components so the experience stayed consistent across mobile, tablet, and desktop. Iterative user testing validated each step.
A simplified, responsive online renewal journey — making broadband bundles easy to compare, renew, and upgrade across every device.
The redesigned journey made bundle comparison the centrepiece — clear visual guidelines helped SME customers weigh options and choose with confidence. The flow was streamlined to remove the friction that had previously driven customers to the phone.
Responsive UI designs, design system components, and tested prototypes gave BT a scalable foundation for the SME segment, with bundle presentation patterns that could extend across the broader product.
Projects shown include live work, pitch deliverables, and design produced as part of embedded or collaborative engagements. Some work was completed as part of a wider team. Deliverables reflect the scope and direction at the time of engagement — the live experience may have since changed, launched in a different form, or not proceeded to production. All brand assets and trademarks shown remain the property of their respective owners and are displayed here for portfolio reference only.