BT Business Broadband - 260% more conversions
Broadband renewal is one of the most valuable moments in a customer relationship: a chance to remind someone why they chose you and make staying feel like the easiest decision they'll make all day. The BT broadband renewal journey had real potential to do that better. The recommendations weren't personal enough, the mobile experience had room to grow, and the landing page wasn't making the case for staying as compellingly as it could. I led the redesign that unlocked all of it and turned a good retention moment into a great one.
impact
260%
Increase in conversions
44%
Increase in mobile conversions
50%
Reduction in time to complete renewal
3
Personalised plans per customer
The Challenge
The opportunity was sitting in the data. Customers were engaged enough to start the renewal journey, they just needed an experience that met them properly when they got there. Generic plan recommendations, a landing page that wasn't built around how people make decisions, and a mobile journey that hadn't kept pace with customer behaviour were all leaving conversion on the table. The fix was clear. We just needed to build it.
My Role
I set the strategy and led the team through the full redesign: defining the vision, directing the design work, and aligning product, engineering, and commercial stakeholders behind a shared direction. The question I kept bringing the team back to was a simple one: what does a customer need to see, at each step, to feel confident and excited about staying? Keeping that question at the centre of every decision and making sure the business requirements served it rather than competed with it was the most important thing I did on this project.
The Solution
We redesigned every step around what customers actually needed to feel confident. Your options were laid out clearly the moment you landed. Personalised plans, your details pre-filled, savings front and centre. No hunting, no re-entering information, no generic list of plans that had nothing to do with you. Three relevant options, a clear comparison, and a mobile experience that felt effortless. Renewing went from something customers put off to something they finished in minutes.
