Executive Summary
Crafting Affiliate Journeys
Affiliate customers were landing in a confusing, outdated journey that didn't earn their trust, and in a regulated space, that's particularly damaging. I led the redesign end-to-end, working within some tight third-party constraints to build something that felt coherent and human. The new journey drove a 37% uplift in conversions and 40% improvement in satisfaction, and it ended up becoming the template for how other journeys were approached across the business.
Primary Role
Developers
Team
4 x Developers
1 x Content Designer
Type
UX Design
Disciplines
User Research, UX/UI
The Challenge
Redesigning an Outdated Journey in a Legacy CMS
Users faced an unclear and overwhelming journey when switching via an affiliate site. Affiliates are a key revenue driver and converting customers from competitors brings high lifetime value. The task was to redesign an outdated journey from a legacy system, enhancing user experience and defining a new brand and UI from a set of principles.
The Approach
Focusing on Continuous Experimentation Validation
To formalise improvement ideas during the redesign, we adopted the Opportunity Solutions Tree model. This framework helped clearly map solutions to user pain points uncovered in discovery, and validate them through a series of micro-tests. This enabled us to create a holistic, user-centred experience aligned with business goals and metrics.
The Solution
A Streamlined, Guided Journey, Crafted for Scalability
The ground-up redesign resulted in an intuitive journey that focused on serving the right information at the right time. Providing users with a simplified core flow whilst allowing for self-service and discovery helped ease user anxiety and uncertainty. The uplifted UI was built on the foundations of a scalable component library, which was subsequently adopted across other journeys within the business.
This is so much easier. I love that all the key information I need is manageable and it feels like one congruent journey. I feel like BT has my back at every step of the process and if I want to discover more I can at my own pace.
Participant 4, User Testing
Outcome
Conversions
Conversion Rate
