In 2020 BT Business was an outdated experience, with a confusing IA and content structure at odds with their commercial strategy. EPAM pitched a solution to inspire and connect customers with brilliant business services.
We reimagined user journeys, focussed around key tasks which had previously been overlooked.
We improved sector landing pages and created a new home for thought leadership, demonstrating expertise by twining BT experts with leaders in the field.
Code-named project Phoenix, we created 16 exemplar page templates consisting of 50+ components which informed the BT Loop design system, on which BT Business is built.
Whilst components of the design language were initiated by the in-house team at BT, we elevated those into meaningful designs informed by our creative vision. View the experience we designed, Business.BT.com though slightly modified by a recent brand refresh.
We re-engineered the IA and navigation structure from an audience segmentation model to an intuitive solution-orientated approach. We simplified language and introduced hard working contact and lead generation tools.
I’ve been engaged across BT Business, BT Wholesale and EE brands in varying capacities with EPAM over the past 18 months. My roles have included UX lead, researcher, consultant, hands-on designer, animator, video storyboarding and video editor. When not working directly for BT, I interview and place designers into teams across the account.
I undertook this project with the amazing team at EPAM. If you’d like to know more about this project or enquire about working with EPAM, please get in touch.