Digital transformation project for the new BT eCommerce store. Create a fully automated broadband checker journey and increase website conversion. The new website also needs to be re-designed using the new design language.
I was the design manager for this project, leading a team of 16 designers and was personally responsible for delivering the first ever automated broadband and landline availability checker. I was mapped out a full end to end user flow for every complex information such as API and data response, which is the most crucial part of the product.
Reduced calls to contact centre
Increase in sales
Automated broadband checker
Conversion rate from homepage to basket
Whenever a customer submits a postcode to check broadband availability, the address is actually sent to a call centre, where an agent has to manually check what product is available. Then the agent has to call the customer back and gather additional information from them before they can check what is eligible to purchase. The business ask is to make this a completely automated journey. These range from the user providing an invalid postcode all the way to creating a porting-in number to a new line at new build property.
We had to extract the decision making process in which call centre agents go through whenever they receive an order. From the 16 interviews we mapped out the order in which information needs to be presented to the user, and matched them against available products.
The full map can be seen here: Axure link to availability checker
Using a mobile first approach, we moved onto creating the UI for a 1-to-1 mapping against the API response. The screen flow shown below is done at a coloured mid-fidelity level so it translate better to senior stakeholder when presenting.
