BT
SME Broadband
Streamlining how small businesses renew and upgrade their broadband — digitally, without picking up the phone.
BT needed SME customers to manage broadband contract renewals and upgrades online — improving renewal rates and reducing reliance on traditional service channels.
The challenge
BT's small-and-medium-enterprise customers were managing broadband renewals and upgrades largely through service calls — a slow, costly channel for both sides. Renewal journeys were unclear and bundle options were hard to compare, leading to missed renewals and high call volumes.
BT needed a digital-first journey that SME customers could navigate confidently on their own, on any device.
Our approach
Embedded within BT's design tribe — alongside business analysts, CX specialists, and user testing teams — we started with discovery: analysing existing renewal journeys, reviewing competitor strategies, and gathering customer insights.
We mapped the end-to-end flow, designed mobile-first for the majority of users, and built reusable responsive components so the experience stayed consistent across mobile, tablet, and desktop. Iterative user testing validated each step.
A simplified, responsive online renewal journey — making broadband bundles easy to compare, renew, and upgrade across every device.
The redesigned journey made bundle comparison the centrepiece — clear visual guidelines helped SME customers weigh options and choose with confidence. The flow was streamlined to remove the friction that had previously driven customers to the phone.
Responsive UI designs, design system components, and tested prototypes gave BT a scalable foundation for the SME segment, with bundle presentation patterns that could extend across the broader product.
Projects shown include live work, pitch deliverables, and design produced as part of embedded or collaborative engagements. Some work was completed as part of a wider team. Deliverables reflect the scope and direction at the time of engagement — the live experience may have since changed, launched in a different form, or not proceeded to production. All brand assets and trademarks shown remain the property of their respective owners and are displayed here for portfolio reference only.
