Designing BT Business's first self-serve checkout
The BT Business Digital Checkout is helping transform how customers renew and purchase broadband services, reducing friction and improving transparency.
The user journey designed enables more customers to self-serve, while aligning with complex business, regulatory, and technical requirements across BT's stack.
The new checkout is now live in beta and supporting the wider One Business platform goals of consistency and conversion uplift.
Insight
Customers had to manually complete a "Get in touch" form in order to renew their business broadband
This created friction for digitally-savvy customers, limited online conversion opportunities, and increased operational overhead.
The challenge: design a fully self-serve buying flow that would enable customers to:
Select a product
Configure options
Complete checkout online
Receive order confirmation, without offline intervention.
The solution had to be intuitive, legally compliant, and scalable for additional products in the future.
Developing a strategic API driven platform
Building alignment across design & engineering
The existing BT Business sales flow relied on Pega-based recommendations and pricing, but the new checkout experience needed to run on the emerging Velocity platform used across BT Group's One Business programme.
We engaged in common capability discussions to ensure price accuracy and consistency between the Pega-driven landing pages and the Velocity checkout basket. A new pricing API was developed to surface consistent basket totals across both experiences, eliminating pricing mismatches and ensuring customer trust at checkout.
This collaborative approach enabled the design to stay consistent while supporting a more future-proofed technical architecture.
Designing and delivering a flexible, scalable checkout flow tailored to real user journeys and BT's business requirements
Increased conversion
3.5x
Total revenue generated in 2024/25 FY
£3.3m
To ensure technical accuracy, we collaborated with platform architects to scope a new basket pricing API. This synchronised checkout pricing with earlier landing page offers, solving a critical customer trust issue.
Key Features
Renewals & OTP
Customers select packages and verify identity via a streamlined OTP process.
Smart Logic
Pre-filled details ensure speed, while sensitive changes are routed to "My Account" for security.
Compliant Payment
Collaborated with legal/finance teams to launch a compliant, Direct Debit-first payment step.
Unified Post-Purchase
A "Thank You" page aligned with BT's Omnichannel patterns for a consistent cross-device experience.
More case studies
