Context
A major UK telecommunications provider needed to make a fragmented digital experience more coherent, personal and maintainable. An initial two-week proof combined frontline research with journey redesign and secured a wider commission to audit a large digital estate, define reusable responsive templates and support delivery into production.
The work connected immediate improvements to purchasing, upgrading and account management with the longer-term foundations required for a scalable platform.
The challenge
Customers encountered disconnected website, account and app journeys, with inconsistent navigation, limited personalisation and avoidable friction when purchasing or upgrading. Important information about products, availability, coverage and account status was difficult to bring together at the right moment. Behind the customer experience sat a large and varied page estate that was hard to migrate, maintain and personalise consistently. The organisation needed to see tangible improvement quickly while establishing a reusable foundation that could support the wider digital platform rather than another collection of isolated page redesigns.
Approach
The first phase was a focused two-week proof. Stakeholder conversations, market analysis and interviews with customers and retail employees revealed the most consequential points of friction. A rapid workshop helped synthesise the evidence into a prioritised feature set, user stories and three core purchasing and upgrade scenarios. These informed a reworked information architecture, personalised journey maps and responsive wireframes across home, product, account and supporting-content experiences.
Once the proof secured the broader engagement, the work expanded from individual journeys to the full content system. A large-scale page audit identified recurring structures across the estate. Existing pages were deconstructed to clarify their purpose, primary and optional sections, component needs and content rules. These findings were translated into reusable responsive templates and documentation, developed in close collaboration with technology teams and supported through integration into the new platform.
Solution
The result was a modular digital framework that connected discovery, purchase, upgrade and account management. Personalised experiences could surface more relevant content and next actions according to customer context, while clearer product journeys brought key decisions together. Reusable templates supported product and service information, offers, campaigns, forms, articles and tools across mobile and desktop. Shared structural and content rules enabled design, content and technology teams to evolve the platform more consistently without treating every page as a bespoke design exercise.
