The Challenge: A Static, Outdated Approach

BT’s Global Fabric product page was built on an outdated template, lacking engagement, clarity, and user focus. The content was generic and high-level, failing to provide actionable insights or address real user needs. Instead of compelling businesses to explore the platform, the page felt disconnected from its audience—more of a corporate placeholder than a strategic marketing asset.

Beyond the content, the design itself was uninspiring, relying on rigid structures that didn’t allow for innovation, modern storytelling, or user interactivity. Traditionally, a revamp of this scale within BT’s framework would take four months—a slow and resource-heavy process involving multiple teams.

My Role & Approach: Breaking the Cycle

As the sole designer on this initiative, I took a radically different approach—breaking away from legacy constraints and redefining how we create and launch product pages at BT. Instead of waiting for developer resources, I built the new design independently, leveraging Framer to develop a fully interactive, high-impact marketing experience.

This approach cut the development timeline from 4-6 months to just 3 weeks, proving that design-led execution can drive efficiency, agility, and innovation within large organisations.