Project 01
Track Order
Broadband & Mobile: launched
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25% containment
The problem
Two journeys, one question
Previously, the mobile track-order flow had two overlapping journeys. When I joined the project, it was imperative that the customer be given the journey with the fewest possible steps.
Through research, we found that customers weren't getting all the information they needed, because the two Mobile Track Order journeys each provided only part of it, so combining the two made perfect sense. As we didn't have an existing journey for Broadband Track Order, we wanted to make sure it aligned with the new Mobile journey for consistency whilst making sure the key parts of Broadband Track Order were there, such as home hub setup and engineer visit.
Discovery
The strategy came out of the groundwork
None of what shaped this project lived in one place. The API documentation sat with engineering. The data on where customers were dropping out sat with analytics. The clearest picture of what people were actually struggling with was buried in conversation transcripts. Different teams, different formats, none of it joined up, and no single person holding the whole picture.
So discovery wasn’t just a box to tick before the real work started. It was the real work. Where I spent time reaching out to different people across the company to be able to gather all the key information. I then Pulled everything onto one board (the API sources, the drop-off data, the transcript themes, the existing journeys mapped end to end) is what made the overlaps impossible to ignore.
It’s also what made the case for streamlining. Once every step of the journeys is laid out side by side, it became obvious what needed to be chopped and adapting them into something a customer can actually follow becomes an obvious next move rather than a risky one.
Discovery board: Track Order
Discovery board: Bringing everything together so it was clear for my squad to understand the key proBlems with the existing journey, how we can solve that and what API's were needed to make this possible
The shift
Stop improving both. Build one.
The insights pointed somewhere slightly uncomfortable: the problem wasn’t what either journey said. It was that there were two of them. Improving both would have made two good journeys that still contradicted each other.
So the brief changed. Rather than optimising in place, we consolidated into a single journey designed around what customers actually needed to understand and complete, and everything that didn’t serve that got cut.
Key decisions
01
Retire, rather than patch
Made the call to retire the Delivery Query and Order Confirmation journeys (for mobile) outright rather than maintain them alongside the new one. It was the less comfortable option, but made sense, keeping them would have preserved the exact ambiguity we were trying to remove. Fewer routes in meant fewer ways to end up somewhere unhelpful.
02
Push past the design brief
A journey is only as good as the data behind it, and the right answer depended on calling the right things. I took the scope beyond design by reaching out (something a BA or PO would usually do) to help identify which APIs we should actually be using, which meant the experience and the data model were solved together rather than one waiting on the other.
03
One card, used consistently
Designed a new card component to carry the key order information in the same shape for both Mobile and Broadband. Translating data sources, API responses, known pain points and conversation reviews into something a customer could read at a glance, and recognise instantly the next time they came back.
Outcome
Launched Broadband & Mobile
The Broadband Track Order journey was the latest to go live and held a quarter of the customers who entered it, resolving the question without an escalation. Misrouting dropped, and so did the unnecessary handoffs that came with it.
One card, two products: the same component carrying a broadband order (dispatched) and a mobile order (awaiting dispatch), with the next action changing to suit.
Containment
Resolved in-assistant, without escalation
Simplified
Overlapping journeys retired and consolidated
Getting there meant working well outside my own team: calls and conversations with designers and engineers across other parts of the business to pull together information that wasn’t written down anywhere. Doing that early is what took time out of the launch.
Constant updates have been made to both to refine the journeys, new information from the APIs has allowed us to save small amounts of time for the customers which has overall made the experience better. We are currently preparing for the release of the new iPhone and making sure the customers are told the relevant information when that busy period approaches.
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© Harry Thorpe · 2026
DesignED with FRAMER