Designing and delivering an e-commerce platform to transform a business.

BT. February - Sept. 2022. UK.

The objective was to transform the value proposition of one of the businesses’ brands targeting more than 20 million subscribers in the UK.

I helped design a digital marketplace to provide existing BT and new customers with a range of technology services.

The Challenge and My Role

To create a new value proposition reflected in a unified customer experience in order to enable customers purchases in one platform.

I collaborated closely with the product owner, the product and content designers and the user researcher in delivering the first service to be launched in this e-commerce platform. I was also close to the business architect, as the design required an understanding of the workings of the platform and interaction with other systems across the business.

The customer experience that connected various components of the service into the platform, as well as specific features that were to be launched first. I engaged with stakeholders across various parts of the business including marketing, product and the propositions teams, in order to align to a consisten customer experience across.

Through various rounds of testing, we prioritised the main features to be delivered in the MVP and other releases of the service. A learning for me was the need to work closely with the architects and understand fully the realm of what was possible while staying true to the user needs and the business outcomes.

Approach

continuous testing of features and validation of product roadmap

This project was product led since it was part of the wider business strategic roadmap

I worked closely with the product owner and the user researcher to test upcoming features and incorporate them into the designs, while also creating a backlog of upcoming features.

I also looked at other aspects of the experience, such as marketing and the value proposition of the service itself.

Example feature designed and tested. STRICTLY CONFIDENTIAL

Key results and reflection

Marketplace design to be launched in October 2023 with one main category of technology products

The main outcome was the ability to connect various service components into one single view of the service.

This project had dependencies on the architecture and the product propositions teams. I worked closely with key stakeholders in order to create a consistent customer experience that aligned various elements across the business.

By the time that I left we had done various rounds of user testing and had prioritised key features for various releases of the service.