Contact Us

Role: Lead Product Designer (UX/UI)

Tools used: Figma, Illustrator, Photoshop, Jira, Mural

01

About the project

Overview

I was tasked with leading the design toe improve both BT and EE’s Contact Us area, in order to make it easier for their visitors to reach them quickly and conveniently, whilst encouraging users to attempt to self serve first. Enhancing customer experience and increasing engagement. The touchpoints included their contact us page, chat and complaints.

Project focus

Enhance accessibility

Streamline user interactions

Ensure visitors can easily find and use contact options

Create a more user-friendly experience and improved communication with potential customers

Make it easier for users to self-serve

My role

I led the end-to-end UI/UX, from accesibility and mobile optimisation to SEO. While aligning the design closely with stakeholder feedback through regular meetings and revision.

02

Discovery

BML (Build, Measure and Learn) session

The purpose of getting the team together for a BML session was to encourage; user centred design, encourage creative thinking, have a broader insight and ensure the project team was aligned.

Competitor analysis takeaways

Opportunities:

Allow customers to do everything they need within the app.
Provide QR code to make contact via the app
Position app first but still include other areas for customers to make contact.

Pain points:

Technical complaints.
Too many entry points.
Contacting BT and EE should be simple, currently too complicated
Busy UI
No personalised support

03

Final designs

EE Contact page redesign

BT Contact page simplified

04

Results

The redesign of EE’s Contact Us page delivered measurable improvements across key customer and business metrics. These results were achieved through collaborative design. By rethinking layout, hierarchy and content strategy. The redesign of the Contact Us page encouraged customers to self-serve and has helped to ease the pressure on EE’s contact centre teams.

Business impact

22%

Reduction in unnecessary support calls

Users are better guided to self-serve options or relevant channels.

15%

Fall in DSAT scores

Reflecting a more intuitive and frustration-free customer experience.

35%

Rise in click-throughs to self-service journeys

Showing the redesign of the EE Contact Us page helped users to help themselves.