BT

APP PORTFOLIO STRATEGY

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ABOUT

Client: BT

Project: Group App Portfolio Strategy

Year: 2019

Role: Senior UX Strategist

WHO ARE BT?

BT are a multinational telecommunications company with operations in around 180 countries. They are the largest provider of fixed-line, broadband and mobile services in the UK, and also provides subscription television and IT services.

THE BRIEF

With a fragmented app presence across app stores, there are a wide variety of apps that look, feel and do different things. Develop principles to justify strategic decisions and inform parts of the business to change their thinking across product strategies and their roadmaps.

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WHAT I DID

  • Stakeholder interviews: Completed six Stakeholder interviews across different CFUs and areas of BT responsible for App design and development.
  • Customer interviews: Facilitated a day of customer testing and app based tasks with BT and non-BT customers, B2C and B2B.
  • UX Audit: Conducted an in-depth UX audit of the BT Apps we had access to so that we can understand the experience across the ecosystem.
  • Ecosystem Audit: Using data, we have been able to provide a view of the current App ecosystem and actions required.
  • Competitor / Comparator Audit: Provided analysis into BT’s direct competitors app ecosystem and also reviewed comparators we can learn from.
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THE RESULT

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