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EE Business Shop

Project Overview

Client: EE Business Shop
Project Duration: First phase - 6 months, Next phase - 4 months-present
Role: Product Designer
Tools Used: Figma - Prototyping, Mural - Discovery, Planning

Introduction
The EE Business Shop project was a comprehensive redesign and migration effort aimed at enhancing the user experience for EE's business customers. The project involved migrating the existing content management system (CMS) to a custom-built CMS, converting the Loop Design System to BT's new Arc Design System with EE theming, and optimising the overall user experience through usability testing and stakeholder collaboration.

Approximately 65% of EE Business Shop users were mobile users.

Phase 1: Migration and Design System Conversion

Objective: Migrate the existing CMS to a custom CMS and convert the Loop Design System to BT’s new Arc Design System with EE theming.

Challenges:

  • Migrating content without disrupting the user experience.
  • Integrating the new design system to reflect EE's brand while maintaining BT's business-themed DS.
  • UX enhancements were out scope due to the tight deadline, however any time-feasible improvements that could be backed by research were implemented.

Approach:

  • Collaborating with Design System Team to implement token swapping into BT's design system for business, to rebrand in EE theming.
  • Completed an audit of EE's legacy Design System 'Loop' and liased with BT's design system to adapt based on this library. This allowed BT Group to have a strategic business design system used across its brands.

Before and after token swapping colours, fonts and properties from EE brand to BT's Design System

OLD

NEW

Users complained there was too much scrolling in previous journey when customising their plan. During migration stage we made changes in UI to mitigate this such as horizontal scroll, reducing image prominence, a sticky banner to allow user to skip irrelevant steps, adding accordions for users that weren't interested in the extra.

Outcome
  • Successfully migrated to the custom CMS with minimal downtime and user disruption.
  • Enhanced the visual consistency and usability of the EE Business Shop by leveraging the Arc Design System.
  • A 6.25% increase in order conversion.

Phase 2: Post-Migration Optimisation

This is an ongoing project, so high fidelity wireframes can't be shown yet.

Objective: Uncover problems and optimise the user experience of the EE Business Shop post‑migration.

Usability Testing:

  • Interviewed users and gave them a demo of the migrated journey. Users highlighted issues with finding it difficult to compare plans and found it challenging to purchase multiple devices in one journey
  • Users were asked open-ended questions as we wanted to discover more about their needs. Usability of the product was also taken into account, with a keen focus on the mobile experience.

Design Workshop:

  • Facilitated a multi-stakeholder design workshop to brainstorm ideas and solutions for enhancing the EE Shop experience.
  • Engaged stakeholders from various departments to ensure a holistic approach to design improvements.
  • Tried to compromise with business-minded stakeholders, to focus on the findings of the customer research. We knew customers not being able to buy multiple devices in the same journey was a huge pain point so the design team pushed hard for this feature.

Ideation and Prototyping:

  • Developed low fidelity ideations based on insights gathered from usability testing and the design workshop.
  • Prepared a prototype ready for user testing, that could be used comparitively against the previous journey

Low/Mid fidelity wireframes in ideation stage, experimenting with how to make plans easier to compare for mobile users, as per the testing feedback.