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"Chris turned one of our most high-risk launches into one of our smoothest. A masterclass in product leadership under pressure."

Project Overview
 

EE,  one of the UK’s largest telecommunications providers, was preparing for a major brand launch following the merger of Orange and T-Mobile. The business required completely new digital platforms (website and mobile app) to support customer acquisition, handset sales, account management, and ongoing service.
 

The challenge was to build these platforms from the ground up, deliver a seamless digital experience, and co-ordinate highly complex launches with major handset manufacturers.

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As the digital product lead responsible for the EE website and mobile app launch, I:

  • Led the end-to-end delivery of both the website and the mobile app

  • Owned the product strategy, roadmap, and digital launch plan

  • Directed cross-functional teams across design, UX, engineering, merchandising, and content

  • Collaborated with major mobile manufacturers (Apple, Samsung, Nokia, etc.) on launch timelines and digital requirements

  • Managed a multi-million-pound budget and agency partners

  • Created digital customer journeys for sales, upgrades, service, and promotions

  • Translated complex commercial requirements into clear digital functionality

  • Ensured platform stability, scalability, and compliance for high-profile handset launches

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Key Deliverables

  • Full EE UK consumer website (front end + supporting CMS)

  • EE mobile app (initial launch version)

  • Unified design system for web + app

  • End-to-end purchase journeys for contract, PAYG, upgrades, SIM-only

  • Technical integrations with billing, CRM, logistics, and stock systems

  • Promotional and merchandising framework for rapid updates

  • Operational launch plan and cross-team playbook

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Outcomes

  • Delivered the EE website + app launch that supported record-breaking handset sales and a significant uplift in digital revenue at launch

  • Improved online upgrade and purchase journeys, contributing to a double-digit increase in digital conversions for flagship devices

  • Reduced cost-to-serve by shifting high-volume customer interactions from call centres to digital, saving millions annually

  • Streamlined digital merchandising for handset launches, reducing dependency on external agencies and cutting campaign execution costs
    by 25%

  • Introduced scalable digital capabilities enabling rapid product and tariff changes, accelerating time-to-market and commercial responsiveness

  • Laid the digital foundation that allowed EE to grow online sales as a core revenue channel following national rollout

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Challenge

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  • No unified digital platform following the merger

  • Disconnected design, content, and customer journeys

  • Complex product catalogue (handsets, tariffs, add-ons) requiring dynamic configuration

  • High-volume traffic expected during handset releases (e.g., Apple iPhone launches)

  • Pressure from competitors in a fast-moving UK mobile market

The launch needed to be flawless, scalable, and commercially optimised.

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Strategy & Approach

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1. Platform definition & build
Established end-to-end technical and functional requirements for the new EE web and app platforms, ensuring flexibility for product changes and promotions.
 

2. Customer discovery & UX definition
Conducted detailed research into customer needs across mobile contracts, PAYG, broadband, and business products. Defined user flows, conversion paths, and self-service journeys.
 

3. Design leadership
Led the UX and design teams to create a unified experience aligned with the new EE brand identity.
 

4. Cross-functional delivery management
Managed engineering teams, external vendors, and content operations to ensure timely delivery against a highly compressed schedule.
 

5. Handset launch readiness
Coordinated with Samsung, Apple, Nokia and others to:

  • Align digital timelines with device releases

  • Publish launch content

  • Create tailored promotional journeys

  • Ensure compliance with brand and technical requirements
     

6. Commercial integration
Worked with trading, marketing, retail, and call centre teams to deliver online promotions, tariffs, bundles, and upgrade flows.

Hi

Get in touch to discuss my experience, past projects, or any new project you’d like to explore.

Man at Carnival
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