BT Sport Responsive Web

The home of world-class live sport brings you 24/7 TV channel streaming plus exclusive videos and latest news in football, rugby union, MotoGP, UFC, and lots more.

The Problem

Redesign the current website making it responsive and include features to solve accessibility issues of content.

My Role

  • User Research / Analysis
  • Wireframes
  • Prototypes
  • Visual Design
  • Testing


BT Group
Telecommunications company

Research & Interviews


Before I started any work I conducted a contextual inquiry by interviewing current users, in the hope of gaining insights to pain points and features that may help them in accessing the right content.

Along with the interview process I included an online survey which gave us some direction to whom the biggest competitors would be.

After completing the contextual inquiry and analysis of the online survey we gained really good insights and knowledge about user preference, frequency and what content was sought after.

After the interviews and analysis of the research, working in an agile process I created personas to provided clarity and empathy around our users. 

Users are overwhelmed with the amount of content and finding the right content is intimidating and frustrating.

How might we ease the anxiety of the online experience?

Analysis & Problems


To complete my analysis I defined a set of tasks for users to complete for the original design. Users were generally successful at completing the given tasks, but in 4 out of 5 had noticeable pain points and ineffective journeys.

Key Insights

  • Users found the navigation confusing and overwhelming when trying to find specific sport categories or live events.
  • Users also noted that they often use a competitor to find news and results for sports events.

Card sorting was useful in this project because it helped me understand how to group sport categories and products. I conducted three tests and in the final test, I grouped sports categories based off the first two rounds of testing. The results indicated that we where able to help users navigate the website more efficiently and intuitively with the updated main navigation categories.

New site map based on three rounds of testing.



After completing the research I began with the ideation of the new site based on insights and user feedback. This process included sketching ideas, defining a development grid for a responsive web solution, working on the new navigation and various modules for each sport category.

Working in an iterative process I designed, tested high fidelity prototypes for the navigation and interactions using Axure. BT SPORT NAV DESKTOP

Complete BT Sport refresh documentation

Visual Design


Having completed the wireframes and testing of prototypes, I began designing the visual experience while testing design elements with users and various iterations.

Testing & Learnings


Having completed the visual design and assisting the development team I tested the same set of tasks as define at the start of the project. Users were able to successfully complete all the given tasks with an average of 4.6 ease of use.