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BT Enterprise

Customer Account Registration Journey

BT sought a simpler account registration process, driven by validation information which is both familiar to and easily obtainable by their customers.

Registering a Business ‘BT My Account’ should be an integral part of how the customer uses, tracks and resolves any issues with their products and services.

Improving registration conversion rates for new and existing BT Business customers

Whilst new and existing customers have a digital ‘Profile’ with BT, it is up to the customer themselves to register for an online account. Via a ‘BT My Account’ a user can purchase, track and report faults with their products, reducing the reliance, and business costs for BT, on telephone Sales and Service Teams.

Online registration conversion rates were found to be very low, with less than 40% of those who start the process moving past the initial stage. Many customers were unable to locate or provide certain key pieces of validation information, specifically ‘Billing Reference Number’, which are required to complete registration.

Customers, ultimately, are unaware or are unable to access the verification information determined by BT to register their account.

Understanding user behaviour within existing journeys

A review of the multiple ways a customer can register online, either self initiated, invitation from an existing customer or via a Sales Agent over the phone was carried out to identify issues within the process.

Customers unable to find the required verification information, due to factors such as paperless billing and obfuscation of account details in emails, led many to abandon the process and not return to reattempt registration. Often customers would at this point call the BT Service Team for assistance.

A registration journey which users struggle to complete, combined with a ‘BT My Account’ appearing as non mandatory part of the process, seemed to offer no benefit in the eyes of the customer and did not encourage or enable BT’s desire for users to self serve digitally.

Visualising the 'blockers' faced by users, and decisions they may make when trying to register or abandon the process altogether

Incremental changes to the existing journeys

With the long term goal of a completely new registration journey, one driven by verification details easily accessible to the user, the initial task was to identify what changes could be made to the existing process to improve registration conversion rates.

The Identity Team put forward proposals for small, incremental changes to the existing registration process in an effort to address identified ‘pinch points’ where users are abandoning the process or to incorporate known BT Security approved processes.

All proposals, from UX, UI design through to full copy review were provided via documentation and clickable wireframes to stakeholders, BT Security and the wider design teams.

Proposals for a new registration process

Alongside applying identified incremental changes to the existing process, the Identity Team also explored and developed a completely new registration journey where our findings, ideas and proposals, combined with new BT approved UI design style, could be visualised within a working prototype.

Working in close collaboration with other development teams, who were focusing on the management of customers ‘digital profiles’ across Consumer, Business and Global divisions of BT, and the implementation of technologies such as 1FA / 2SA, we strove to deliver a new coherent customer account registration proposal for ongoing development and review.

This project is currently still in development.

Proposals for a new registration process

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05 Text Right the Real ‘School of Rock’ with Fender

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06 Text Right the Real ‘School of Rock’ with Fender

Red Balloon

BT Enterprise

Customer Account Registration Journey

Improving registration conversion rates for new and existing BT Business customers

Understanding user behaviour within existing journeys

Visualising the 'blockers' faced by users, and decisions they may make when trying to register or abandon the process altogether

Incremental changes to the existing journeys

Proposals for a new registration process

Proposals for a new registration process

05 Text Right the Real ‘School of Rock’ with Fender

06 Text Right the Real ‘School of Rock’ with Fender

Next

BT Identity

Lets Talk

Red Balloon

BT Enterprise

Customer Account Registration Journey

Improving registration conversion rates for new and existing BT Business customers

Understanding user behaviour within existing journeys

Visualising the 'blockers' faced by users, and decisions they may make when trying to register or abandon the process altogether

Existing Registration

UX/UI

Workshop

User Behaviour

UX Audit

Incremental changes to the existing journeys

Proposals for a new registration process

Proposals for a new registration process

05 Text Right the Real ‘School of Rock’ with Fender

06 Text Right the Real ‘School of Rock’ with Fender

Next

BT Identity