A research-led onboarding experience designed to help first-time My Account users discover key self-service features, build confidence, and reduce reliance on customer support.
A research-led onboarding experience designed to help first-time My Account users discover key self-service features, build confidence, and reduce reliance on customer support.
Timeline: 4 months
Timeline: 4 months
Category: Product design
Category: Product design
Project type: In-house (Full-time)
Project type: In-house (Full-time)
Techstack / Tools: Mural / Figma / Framer / Askable / Jira
Techstack / Tools: Mural / Figma / Framer / Askable / Jira
Year: 2026
Year: 2026
Timeline: 4 months
Category: Product design
Project type: In-house (Full-time)
Techstack / Tools: Mural / Figma / Framer / Askable / Jira
Year: 2026
01. THE CHALLENGES
37% of first-time users required support within their first two sessions.
90% of customer support enquiries related to tasks already available through self-service.
The platform offered no onboarding experience and therefore lacked an introduction and general guidance.
The platform did little to engage new users or reinforce the value of their BT Business products and services.
First-time users frequently needed assistance with early stage information such as their initial bill and service setup.
Communicating the breadth of My Account functionality in a way that was comprehensive but not overwhelming for new users
Balancing input from multiple squads to ensure the most useful information was being surfaced
02. THE APPROACH
Analysed internal analytics and user research to identify key onboarding opportunities and support pain points.
Explored multiple onboarding concepts through low-fidelity sketches and wireframes.
Designed and iterated a high-fidelity onboarding experience in Framer with realistic interactions and animations.
Created bespoke illustrations to introduce key My Account features in an engaging and welcoming way.
Designed contextual billing tooltips to explain complex information at the point of need.
Conducted unmoderated usability testing through Askable and iterated the experience based on user feedback.
03. THE OUTCOMES
Delivered a scalable onboarding framework introducing key self-service features from the first session.
Increased awareness of billing, order tracking, and service management through progressive onboarding.
92% of usability participants successfully completed onboarding tasks without assistance.
87% of participants reported greater confidence navigating My Account after completing the onboarding experience.
Introduced contextual billing guidance to help users understand first bills, charges, and key terminology at the point of need.
Created an engaging and welcoming first-use experience through bespoke illustrations, animation, and progressive disclosure.
01. THE CHALLENGES
37% of first-time users required support within their first two sessions.
90% of customer support enquiries related to tasks already available through self-service.
The platform offered no onboarding experience and therefore lacked an introduction and general guidance.
The platform did little to engage new users or reinforce the value of their BT Business products and services.
First-time users frequently needed assistance with early stage information such as their initial bill and service setup.
Communicating the breadth of My Account functionality in a way that was comprehensive but not overwhelming for new users
Balancing input from multiple squads to ensure the most useful information was being surfaced
02. THE APPROACH
Analysed internal analytics and user research to identify key onboarding opportunities and support pain points.
Explored multiple onboarding concepts through low-fidelity sketches and wireframes.
Designed and iterated a high-fidelity onboarding experience in Framer with realistic interactions and animations.
Created bespoke illustrations to introduce key My Account features in an engaging and welcoming way.
Designed contextual billing tooltips to explain complex information at the point of need.
Conducted unmoderated usability testing through Askable and iterated the experience based on user feedback.
03. THE OUTCOMES
Delivered a scalable onboarding framework introducing key self-service features from the first session.
Increased awareness of billing, order tracking, and service management through progressive onboarding.
92% of usability participants successfully completed onboarding tasks without assistance.
87% of participants reported greater confidence navigating My Account after completing the onboarding experience.
Introduced contextual billing guidance to help users understand first bills, charges, and key terminology at the point of need.
Created an engaging and welcoming first-use experience through bespoke illustrations, animation, and progressive disclosure.
01. THE CHALLENGES
02. THE PROCESS
03. THE OUTCOMES