Connecting sport, service and self‑care across BT.

Two programmes, one connected service challenge.

BT Sport and My BT were different products, but customers experienced them as one service. Buying, changing or cancelling sport depended on account, billing and support journeys; the player experience had to work consistently across living-room and personal devices.

I created direction across that system while keeping each squad close to delivery. The work combined proposition design, journey architecture, interaction design, research, brand governance and implementation oversight.

Treating conversion, retention and support as one journey.

The account experience covered the full subscription lifecycle: upsell, upgrade, downgrade, cancellation, save offers, reactivation and payment recovery. That same logic had to be legible in internal adviser tools so customers received consistent answers across channels.

I led the squad through the three connected workstreams—player, adviser dashboard and customer account journeys—while keeping experience decisions aligned across responsive breakpoints and service states.

Making a new proposition understandable inside an existing account.

The My BT programme introduced 5G discovery and upgrade routes while overhauling mobile account management. Customers needed to understand eligibility, plan status, usage, billing and next actions without being pushed into a confusing sales detour.

I led two designers and one researcher, extending the existing design system across account, package, billing and settings patterns for responsive web and mobile.

Clear ownership, shared critique and a visible path to delivery.

I set direction, divided work into coherent design streams, maintained quality through critique and ensured research informed decisions at the right points. Close collaboration with product and engineering kept design one sprint ahead while preserving room to learn.