BT Business
A First Ever Digital Checkout Flow For BT Business Broadband Renewal Products
CX
Payments
End to end
CONTEXT
A first-ever self-serve checkout experience for BT Business broadband and connectivity products.
DESIGN CHALLENGE
Previously, BT Business broadband products could only be purchased via an assisted sales process. Customers submitted a Get in touch form and were contacted by phone to complete transactions offline.
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.
DESIGN DEVELOPMENT
As part of delivering this new checkout experience, we worked closely with engineering teams across multiple platforms.
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.
SOLUTION
Designing and delivering a flexible, scalable checkout flow tailored to real user journeys and BT’s business requirements.
To implement the first-ever BT Business broadband digital checkout, we translated our UX designs into a clear, structured six-step flow that adapted based on user needs.
The flow included:
Choose renewal option — Customers selected their desired broadband package or renewal offer.
OTP verification — A simple One-Time Passcode flow confirmed user identity.
Confirm details — Pre-filled customer details were surfaced for review, with safeguards to direct any sensitive changes (such as email) to My Account.
Delivery step — Skipped automatically if no hardware delivery was required, speeding up checkout.
Payment — We worked closely with BT’s legal, finance and regulatory teams to ensure full compliance. The first release supported Direct Debit only, balancing user experience with regulatory constraints.
Thank you page — Designed in alignment with BT’s Omnichannel Sales Design patterns to provide a clear post-purchase experience across all devices.
In parallel with the UX and UI work, we collaborated with platform architects as part of the One Business capability discussions. A new basket pricing API was scoped to ensure that pricing presented at checkout matched the earlier Pega-served pricing on landing pages — resolving a critical trust challenge in the flow.
Chris Inwood - BT Product Lead
RESULT
The BT Business Digital Checkout is helping transform how customers renew and purchase broadband services, reducing friction and improving transparency. The flow 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.
Test participants successfully completed checkout journey
Unmoderated testers rated the flow as easy to use
