01 / Current
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Aug 2024 - Present
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Product Design · AI · Conversational UX
Aimee, EE’s virtual assistant
Designing journeys and conversations within Aimee, EE's digital assistant for over 10 million customers. Leading projects including billing, roaming and connection issues from the first query to the resolved answer.
Aimee
The problem
How do you make an AI assistant feel genuinely useful in the moments that matter most?
Refining the numerous billing journeys. Understanding roaming before a trip. Getting set up as a new customer. These are all complex tasks with many variables to cater for and I need to bear in mind that customers are here because they need help. The challenge? Solve the customer queries in the simplest form, smooth handoff transition and create trust with the customer.
Context
EE is the UK’s largest mobile network, with more than 21 million customers using the app every month. Aimee is the AI assistant that handles 10 million customers with support via the chat bot and a soon to released AI voice experience. Aimee can be the first point of contact for many customers looking for support.
I joined as Product Designer in August 2024, working across three of Aimee’s highest-traffic areas: early-life (for new customers finding their feet), billing (the number one reason for many contacting the network, and roaming (which for most people is stressful, time-sensitive, and often happens while they’re already abroad).
Selected work
Track Order, Roaming & Connection Issues
I've worked across many subject matters in Aimee but wanted to spotlight these pieces which I've led end to end. They have also been impactful journeys leading to a rise in containment rate and seen overall success with the customer.
Project 01
Track Order
Collapsing two overlapping track-order journeys into the shortest path from question to answer.
View project →
Project 02
Roaming
Getting the right roaming information to customers at the worst possible moment — mid-trip.
View project →
Project 03
Connection Issues
One question, two very different answers: is it the network, or is it the device?
View project →
Project 04
Aimee Learn page
Making an invisible assistant discoverable by showing what Aimee can actually do.
View project →
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© Harry Thorpe · 2026
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