BT's Digital Marketing Hub is an all-in-one platform designed to empower businesses to create, publish, and measure their digital advertising across major platforms like Google, Facebook, and Instagram. It aims to simplify digital marketing for businesses that may lack the time, resources, or expertise to manage effective online campaigns.

Key contributions

This role required a mix of strategic thinking, hands-on design expertise, and effective team leadership, ensuring the delivery of a cohesive and impactful digital experience for businesses using the platform.

• Discovery Workshops: Facilitated workshops to gather insights, align stakeholders, and define project goals.

• Concept Development: Led the discovery and wireframing stages to ensure user-centric solutions.

• Design System Management: Crafted and maintained a scalable design system to ensure consistency and efficiency across the platform.

• Agile Collaboration: Worked closely with cross-functional squads within an agile framework, iterating on designs and aligning with development teams for seamless integration.

• End-to-End Design Ownership: Delivered polished product designs that addressed user needs and aligned with business goals.

The challenge

Small and medium-sized businesses (SMBs) increasingly recognise the importance of advertising their services online to reach broader audiences and remain competitive. However, these businesses often face significant barriers:

• Limited Expertise: Most SMBs lack dedicated specialists for each digital advertising channel (e.g., Facebook, Instagram, Google Search, TikTok, LinkedIn). Instead, they rely on a single "marketing" figure who must grapple with learning the nuances of multiple platforms and channels.

• Fragmented Processes: Creating bespoke marketing campaigns for each platform separately is time-consuming and complex. Each channel demands its own unique setup, campaign management, and budget monitoring, adding to the burden.

• Resource Constraints: Managing campaigns across various platforms can be overwhelming, especially for businesses with limited time, budgets, and resources.

The solution

BT’s solution, the Digital Marketing Hub, was designed as a "one-stop-shop" to address these pain points. The platform enabled SMBs to:

1. Simplify Campaign Creation: Users could create and run tailored online campaigns from a single interface.

2. Distribute Across Channels: Campaigns could be automatically optimized and distributed across multiple media channels based on user needs.

3. Centralize Insights and Budgets: Businesses could track results, gain insights, and manage their advertising budgets in one unified dashboard.

4. Leverage Cross-Channel Learnings: By integrating campaign data across all platforms, the hub provided businesses with smarter recommendations and deeper insights to improve future performance.

The Discovery Phase

The Discovery Phase of the Digital Marketing Hub project spanned an intensive initial one-month period, focused on understanding the needs of stakeholders, prospective users, and the overarching business goals. This phase was critical in laying the foundation for the platform's development. This phase then concluded with a validated set of user journeys and experiences, a well-defined MVP, and a foundational design system. These outputs ensured the team was equipped with a clear direction and cohesive framework for subsequent phases of development.

Ongoing Agile Deliveries

For three years, I led product design across multiple squads, managing junior designers, conducting reviews, and delivering work myself while embedded in a core delivery squad. Operating within an agile framework, we delivered iterative updates based on data-driven insights from tools like Hotjar, Mixpanel, Userpilot and LiveSession to address user behaviour and improve the experience.

We followed a Feature-MVP approach, launching minimal viable features to quickly deliver value, learn from user feedback, and iterate progressively. This approach ensured we could adapt quickly, fail fast, and keep users engaged with continuous updates, steadily enhancing the Digital Marketing Hub.

Final Product

As any agile delivery goes, the product is never "final". That said, following some of the latest experiences I designed for the Digital Marketing Hub.