BT Sport for Business

Helping BT Sport convert busy pub owners through a mobile-first experience.

BT Sport for Business needed to improve how effectively its website drove subscriptions.
Despite securing new exclusive football fixtures, a major competitive win over Sky, the existing site struggled to communicate value clearly or convert interest into sign-ups.

The primary audience was pub landlords and managers. They are time-poor, often on their feet, and rarely sitting down at a desktop computer. Mobile traffic was high, but the experience was not designed around their behaviour or constraints. Key information such as fixtures, packages, pricing, and sign-up options was hard to scan and slow to act on.

The Insight

Pub owners are not just business customers. They are football fans themselves.

To engage them, the site needed to feel less like a traditional corporate B2B platform and more like a premium sports product, while still being fast, practical, and easy to use during a busy working day.

Competitor analysis showed that mobile experience and fixture-led storytelling were underused across the category. This created a clear opportunity to differentiate.

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The Approach

Collaboration

This was a design-led project focused on clarity, pace, and conversion.

I led the creative direction, shaping a mobile-first experience that prioritised:

Fast access to live and upcoming fixtures
Clear explanations of BT Sport packages and benefits
Simple, prominent paths to sign-up and support
Visual energy that reflected the emotion of live sport without compromising usability

Given tight budgets and technical constraints, content was intentionally simplified. Information architecture was streamlined to reduce development overhead while maintaining a premium feel.

I worked closely with designer Cleber Zerrener, collaborating on visual exploration, layout systems, and interaction patterns.

Together, we balanced expressive sports-led visuals with practical design decisions that supported speed, readability, and scalability. This close partnership helped turn what could have been a dry, functional brief into a confident and engaging digital experience.

The Outcome

A mobile-first website designed around real user behaviour rather than assumptions
Clearer presentation of fixtures and packages, helping users quickly understand value
A more premium, sports-driven visual language aligned with consumer expectations
Simplified content structures that reduced build complexity while improving usability

The result was a more focused, engaging platform that better supported BT Sport for Business’s commercial goals and competitive edge.