BT's adoption of customer centric design

Abstract

Between 2005 and 2010 BT underwent a major transformation from a company with a special section devoted to 'older and disabled consumers' to a company with an inclusive design strategy. The mainstreaming of these issues responded to a demand for better, more user-friendly communications products and growing awareness of the importance of previously marginalised consumer groups. It also took place alongside the development and publication of BS7000-6, a guide to inclusive design management. Based on several product design case studies, this paper reflects on how and why this transformation was seen as necessary for future success, and how the transformation was achieved. The evolution of BT's approach has continued since, but this paper looks back in time, and documents the transformation up to 2010 and reflects the state of the company in 2010 rather than at the time of publication.

Keywords: Business transformation; Customer centric design; Inclusive design; Inclusive products.