How a bespoke, responsive web app increased conversions for TalkTalk


New website_Talk talk hero_large
The Client

About TalkTalk

Telecommunications giant, TalkTalk, connects more than 4 million people every day over the phone and online. 

With a £7 million marketing campaign fast approaching, TalkTalk realised their sales website wasn’t set up to successfully attract and convert traffic from their six consumer segments.

Although TalkTalk had an internal digital capability, they knew they would need external help to relaunch the new site in time. 

AND Digital answered that call, joining forces with the company to work as a blended Scrum team.

We also collaborated with other teams across the organisation, as well as offshore API teams, a UX team and SIT.

The challenge

Drive acquisition and conversion

A key goal was to increase new acquisitions and conversions across TalkTalk’s TV and broadband packages

To address TalkTalk’s need to attract six different audiences through one website, AND Digital developed end-to-end journeys for each segment. This included personalisation and call-to-actions that spoke to their individual preferences. 

The UI was dynamic and had to integrate with a variety of complex PHP APIs. With this in mind, the team chose AngularJS, which provides both in-built form binding and the ability to easily interact with HTTP APIs using consistent patterns.

The Process

Agile upskilling

Improving organisational agility

Alongside the delivery of the web application, AND Digital also worked closely with various Scrum teams across TalkTalk to deliver a varied programme of training intended to upskill them in Agile ways of working.

This included:

  • Running bespoke Agile Bootcamps

  • 'Lunch ‘n’ Learns' on a range of topics

  • Delivering specialised training in product management

AND Digital also worked with TalkTalk to augment their existing teams with new analysts and developers, enabling them to maintain the rapid pace set by the blended team, while maintaining high-quality of all outputs.

AND Digitals' team of dedicated Agile coaches are also offering ongoing coaching and guidance to TalkTalk.

TalkTalk case study
Key Outcomes

Improved UX and CX

As a result of the improved UX and CX, the organisation also climbed to second place on multiple UK-based price comparison sites. 

On top of the initial scope of work, we also built a UI component library and analytics solution.

Following the launch, we have re-platformed other areas of the website, including their My Account portal. Since going live, GDPR regulations are being met ahead of time

Through the Agile upskilling training AND Digital has run with TalkTalk, the following improvements have been realised:

  • All Scrum teams across TalkTalk are fully adhering to Scrum best practices.

  • There is a better team culture, through the introduction of social events, pulse checks and wider retrospectives.



After working together with TalkTalk to build a new responsive site, the team were thrilled to see some key improvements with customer experience...

  • Mobile optimisation 12% Growth in mobile conversions
  • Improved UX 45% Reduction in login time
  • Problems solved 5% Reduction in calls to customer call centre
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