Redesigning an organisation to become more user-centric at BT

The challenge is that our customers view our services as one singular journey, indifferent to the department or team(s) that are involved in designing and building that service. So, to ensure our teams are more focused on customer goals and less on platform technology and product features (as they are today) we needed to better organise ourselves around our customer lifecycle model.

Taking a service design approach to our organisational re-design using the LBGUPS framework

The LBGUPS framework

Mapping our existing alliance to the LBGUPS framework

Week 1: Establishing our objectives & principles for change

Week 2: Defining customer goals for our alliance

The Customer Goal engine created by Jeanette Clement

Week 3: Ideation

Week 4: Defining our alliance model

Our UP alliance organisational redesign

Measuring the impact of our changes

Early reflections

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