Dare were appointed the lead digital agency for EE and for about a year I was one of two full-time Experience Planners overseeing the programme of ‘digital transformation’ at work right across the business.
My work tended to focus on the ‘in-life’ aspects of the business, helping customers to understand the services and devices that EE offered them, once they were signed up.
I worked on two main projects; Help / Contact Us, where we used current site analytics, ‘treejacking’ and behavioural thinking to architect a new digital help experience, and My Account, which was developed separately for customers on Pay As You Go and Pay Monthly, with variations for businesses and families. On this (intense!) project I led a wider team of UX and designers, in collaboration with a lead designer.
The objectives of the business, and planned product offerings, were in a constant state of flux. On top of this, a number of back-end systems had developed organically, which created highly complex user scenarios. So continuous stakeholder engagement was crucial to be able to take on board new requirements as the projects went on.
This continuous engagement also enabled us to feed back new product recommendations based on our findings while we crafted the online experience.
Apart from Help and My Account I was also involved in the consumer engagement strategy, which resulted in a new ‘EE & Me’ area of ee.co.uk, and a new homepage.