BT Mobile
Simplifying choice, amplifying connectivity
BT launched a new mobile offering better than other providers at the time (4G, top phones, free wi-fi & flexible plans) and wanted the simplest and easiest way to view and compare their products and bundles. Simplifying complexity is one of the most difficult things to achieve especially without losing functionality.
Efficiency, speed, detail comparison and online purchase all intuitively designed along with always-on help and support reassurance.
March 2015 Design Director, UI Design Lead – SapientNitro, London
These screens tell the story of a seamless and user-friendly shopping experience on the BT website. It starts with the overview page, where users can effortlessly browse a variety of phones, plans, and brands — all in one place. Special offers stand out, and an interactive feature lets users pick their favourite device colours and instantly see how they look. From there, users can dive deeper into any phone, exploring detailed features, watching "what's in the box" videos, and finding deals or similar recommendations. To make decision-making even easier, the comparison page allows users to line up their top three choices side-by-side, comparing features, ratings, and reviews at a glance.
