Designing an interactive in-store sales tool for BT
Engagement with BT’s in-store touch screen tool was low. Customers were unsure if they had permission to interact with it, and the information on the tool lacked depth. This meant that customers were unaware of key packages, features and benefits – particularly in broadband.
We redesigned the tool and included an interactive postcode checker, so new and existing customers can self-serve, easily see all the broadband & TV packages they can get at their address, and make informed purchasing decisions.
⭐ key contributions
UX Design, Prototyping, User Testing, UI Design, Product Strategy
🙋♀️ TEAM
1x Head of Experience Design
2x UX Designers (including me!)
4x Account Managers
1x Project Manager
Collaborating with client-side Marketing team, and external Development team.
Outcome
🌟
Improved UX & usability for customers
Improved UX and usability of the tool, with new features and expanded content for customers to browse without an in-store advisor and use to make purchasing decisions
💬
Enhanced sales tool for in-store advisors
An enhanced tool for in-store advisors to utilise as part of their sales conversations with customers
🎨
Foundational digital design guidelines
Foundational digital design guidelines, incorporating the new BT brand language and used in the tool to serve as a test case for the BT brand team for how the new brand would show up in digital
⏰
Launched under tight deadlines
Touch screen tool launched under VERY tight deadlines, to meet new combined EE & BT branded store launch
😊
Happy client!
A very happy client!
How did I have an impact?
Digital interpretation of new BT brand guidelines, and collaboration with client’s brand team to align on MVP usage of guidelines in digital
Usability testing of tool with internal agency colleagues that fit target audience
UX improvements to tool, to optimise package understanding
Full UI designs for each screen across 4 different tool versions
File management of over 400+ screens, categorised with consistent folder & naming structures for development team collaboration
Surprise, a new BT brand refresh! But how should the new brand show up in digital?
Our project was mid-way through when new BT brand guidelines came through, with all new work produced needing to be aligned to the new branding. Normally no problem! However, there were no digital guidelines available – or any guidance on how the new brand should show up in digital.
I took over the project as UX & UI lead, taking the new guidelines and interpreting them for digital use.
PAGE EXTRACTS FROM THE NEW BT BRAND GUIDANCE PDF that i interpreted for digital use
Refining UX work & forming an initial view of digital brand interpretation
Taking the initial UX work the amazing Bill Tribble, our freelance UX designer, had carried out, refining it based on new requirements, and translating the new BT brand guidelines into UI design elements to use in the tool.
Foundational prototype
Creating a foundational prototype to show how the new brand could potentially be translated into digital UI design elements, and define the tool experience.
INITIAL PROTOTYPE INCORPORATING THE NEW BRAND
Defining digital brand behaviour
Running rapid design workshops with the client and their brand team, to lock down and define digital brand behaviour and UI design elements.
Changes after usability testing
Moderated usability testing with with internal agency colleagues that fit target audience, resulting in changes to the results page to make the difference between broadband and TV packages clearer, and improving the ability to see all available broadband packages.
Incorporating enhanced UX & UI for the tool, and contributing towards digital design guidelines for the new BT brand
File management
File management of over 400+ screens across 8 different tool versions, organised in task flows and categorised with consistent folder & naming structures.
Team
Julie Stars – Senior Account Director Grace Sheridan – Senior Account Manager Lori Murphy – Account Manager Brooke Snow – Account Manager John Wilde – Project Manager Aleks Melnikova – Head of Experience Design Laura Hobson – Senior Experience Designer Bill Tribble – Senior UX Designer
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