BT Group is one of the world’s leading connectivity service providers, managing some of the UK’s best-known technology brands, including BT, EE, Plusnet, and Openreach. With over 100,000 employees and operations in around 180 countries, BT continues to play a vital role in building the UK’s digital future.
In 2022, BT underwent a major digital transformation aimed at modernising customer experience, aligning its digital channels with the new BT brand identity, and improving usability and accessibility across platforms.
An external case study by EPAM Systems highlights how BT Enterprise optimised its Adobe Experience Manager platform to enable more agile delivery and faster deployment of digital components, improving both delivery speed and consistency across BT’s ecosystem. My design work directly supported this broader transformation effort by focusing on UX consistency, redesign of web interfaces, and development of adaptable digital components in line with the new brand direction.
Project
BT Enterprise
BT Group plc Annual Report 2022
These updates helped establish a cohesive, modern, and accessible digital presence across BT’s ecosystem, supporting the company’s long-term strategy of digitisation, automation, and simplification. In FY22, BT reported record improvements in customer satisfaction and identified its new Digital unit as a key enabler of innovation and simplification — a vision this project directly contributed to.
Role: Product Designer — Digital Experience
Scope of work:
Conducted research and competitor analysis to identify usability gaps
Redesigned web experiences using the new BT design language, improving structure, clarity, and usability
Designed user flows, wireframes, and high-fidelity interfaces aligned with accessibility and performance standards
Worked with brand, content, and engineering teams to align business goals, technical constraints, and user needs
Managed stakeholder communication to ensure alignment between business priorities and user experience goals
Led ideation sessions based on research insights
UX research
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Collaborative ideation
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Implementation
& Optimization
Business mobile deals page — designed for clarity, scannability
Partnership overview page — structured for improved readability and navigation
• Research-driven design creates alignment between user needs and business goals
• Collaboration across brand, UX, and content ensures speed and consistency
• Simplicity and scalability are essential in large-scale design systems
• Data and feedback fuel continuous improvement
