BT Consumer · Lead UX design
BT
Connecting sport, service and self‑care across BT.
As Lead UX Designer, I led two product programmes across BT Sport and My BT—bringing subscription management, adviser tools, cross-platform viewing and the 5G proposition into clearer end-to-end experiences.
Role
Lead UX Designer · contractor
Scope
Two programmes · five connected workstreams
Platforms
CTV, web, mobile and adviser tools
BT Sport squad
3 designers · 1 researcher
My BT squad
2 designers · 1 researcher
Leadership mandate
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.
BT Sport
Three workstreams brought the commercial and viewing experience together.
- Upsell, upgrade, downgrade, cancellation and save journeys
- Adviser dashboards supporting customer conversations
- Sport player enhancements across CTV, web and mobile
My BT & 5G
An account and proposition overhaul designed to make self-service clearer.
- 5G discovery, eligibility, upgrade and management routes
- Mobile account, plan, usage, billing and settings journeys
- Extension of the BT design system across responsive services
Operating model
Double Diamond thinking inside a Lean UX delivery rhythm.
Discovery and research framed the problem; proposition and brand principles narrowed the direction; prototypes made decisions testable; and analytics plus customer feedback continued the learning after release.
I kept design one sprint ahead of development, used regular reviews to resolve dependencies early, and followed work through implementation instead of treating hand-off as the finish line.
Frame the whole journey
Mapped customer, service and platform dependencies before isolating individual screens.
Set measurable principles
Aligned commercial goals with clarity, self-service adoption, satisfaction and contact reduction.
Prototype ahead
Maintained a one-sprint design lead so teams could test, refine and unblock engineering.
Monitor in production
Reviewed implementation, quantitative dashboards and customer feedback after launch.
BT Sport · Subscription lifecycle
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.
BT Sport · Cross-platform player
Key moments, designed for the screen in front of the fan.
The player work explored a reusable event-timeline model that let viewers jump to meaningful moments in a stream. The interaction had to translate across remote control, pointer and touch without losing the information hierarchy.
The model used event markers, team colour and contextual labels to make live and replayed sport easier to scan—while adapting behaviour for CTV, web and landscape mobile.
My BT · 5G & account management
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.
Research & optimisation
Research clarified where the interface—and the proposition—needed sharper language.
Task-based usability work showed that participants could navigate the revised structure, while also revealing recurring ambiguity around included services versus add-ons, “manage” versus “upgrade”, and package naming.
Those findings shaped CTA language, package presentation, personalised prompts and the relationship between account-management pages and order-progress states. After launch, dashboards and customer feedback provided the next layer of evidence.
Navigation was clear
Participants moved through the new layout successfully and valued relevant, actionable tasks.
Proposition labels blurred
Included services, add-ons and package names needed a more explicit relationship.
Actions needed precision
Customers expected direct add, manage and upgrade labels rather than generic destinations.
States had to connect
Account, order progress and service-management language needed to tell one coherent story.
Team leadership
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.
BT Sport squad
Three connected workstreams with one experience direction.
My BT & 5G squad
Account transformation grounded in research and the BT system.
Outcome
Successful launches with commercial and service impact.
Both the BT Sport overhaul and the My BT 5G experience launched successfully. Internal year-on-year quarterly reporting indicated a strong positive subscriber margin alongside fewer customer-service requests and shorter response times.
Exact commercial and operational figures are confidential; outcome statements reflect internal year-on-year quarterly reporting.
