A recent McKinsey report highlights that CXOs are embracing new ways of working by enhancing transparency, demonstrating authenticity, and increasing collaboration. Leadership in their respective departments are pursuing human-centric design to deliver business impact. It also reinforces the importance of prototyping and iterative learning in transformation programs.

Virtusa's Design & Innovation Center of Excellence (CoE) comprises highly skilled specialists delivering human-centric design for a delightful customer experience. Our DesignOps (design skills, methodologies, tools & management) strategy leverages a structured and proven methodology to help organizations reduce financial, operational, and strategic risk through innovation and iterative learning in transformation programs.

Our client BT Group plc (formerly British Telecom) is one of the world's leading communications service providers with operations in over 180 countries. Headquartered in London, BT is the UK's largest fixed-voice and broadband provider with four core business lines: Consumer, Enterprise, Global Services, and Openreach.

The challenge

BT's "Simplify" transformation program needed to streamline products and processes to drive changes in customer experience and productivity.

Key design challenges were:

Unclear focus areas and priorities
Pressure to deliver more customer and business value
Business and technology requirements with little customer insights
Risk of not keeping up with global market and technology changes
Growth opportunities for improving design culture and community

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