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success story

BT Global embeds human centered design to achieve £8.2M cost benefits

Improving user adoption, waste reduction and omni channel solutions

A recent McKinsey report highlights that CXOs are embracing new ways of working by enhancing transparency, demonstrating authenticity, and increasing collaboration. Leadership in their respective departments are pursuing human-centric design to deliver business impact. It also reinforces the importance of prototyping and iterative learning in transformation programs. 

Virtusa's Design & Innovation Center of Excellence (CoE) comprises highly skilled specialists delivering human-centric design for a delightful customer experience. Our DesignOps (design skills, methodologies, tools & management) strategy leverages a structured and proven methodology to help organizations reduce financial, operational, and strategic risk through innovation and iterative learning in transformation programs.

Our client BT Group plc (formerly British Telecom) is one of the world's leading communications service providers with operations in over 180 countries. Headquartered in London, BT is the UK's largest fixed-voice and broadband provider with four core business lines: Consumer, Enterprise, Global Services, and Openreach. 

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The Challenge

BT's "Simplify" transformation program needed to streamline products and processes to drive changes in customer experience and productivity.

Key design challenges were:

Unclear focus areas
and priorities

Pressure to deliver more customer and business value

Business and technology requirements with little customer insights

Risk of not keeping up with global market and technology changes

Growth opportunities for improving design culture and community

The Solution

The Experience Design Chapter provides design frameworks, governance, and DesignOps to increase adoption and deliver efficiencies across omnichannel solutions in BT's Global unit.

Virtusa helped BT establish this strong design-led capability which:

  • Conducts research and interviews to identify customer pain points and desires
  • Runs Design Thinking workshops with stakeholders, customers, colleagues, and partners to identify business OKRs and KPIs
  • Provides Human-Centered Design skills and customer insights to support agile squad delivery decisions
  • Incorporates industry trends, new technology and maximizes existing platforms and services to deliver the art of the possible
  •  Empowers multi functional agile squads, including Product Owners, Business Analysts, Process Leads, Experience Designers and Developers, to collaborate, create and maintain user centric solutions
The Experience Design Chapter
The Benefit

Virtusa worked closely with the Experience Design Chapter in BT's Global unit with the following results:

Ratio of designer vs developer growth from 1:6 to 1:2 in 6 months across 25 squads

Customer service improvements contributed towards Net Promoter Score uplift from 42.1 to 46.0

Identified and designed solutions to enable £8.2M of operational efficiencies

Experience design

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