BT - Complete Wi-Fi

Our 6th Hub, the icon of successful service innovation

The BT Smart Hub 2 and its companion disks are the device icons that headline BT’s new ‘Complete WiFi’ service offer. It’s our 6th Hub to feature prominently in a national ad campaign by BT. The main hub is the critical interaction focus for the BT brand experience – after playing its role as advertising icon, it remains in place in the home, playing a key role in the service commissioning process, and in the daily life of the connected home.

For the first time, the Hub is the anchor of a suite of companion discs that work together seamlessly as a single ‘homewide’ WiFi network using ‘Mesh’ technology. A user-friendly app helps customers install the suite of devices and monitor their status. Extra discs can be added at any time. Like our last 2 hubs, both the new hub and the companion discs have been designed to fit through a standard letterbox, eliminating the need to be at home to receive the parcel.

Alloy’s key role was to address the presentation and behavioural issues related to self-install of a suite of devices without compromising the iconic experience appeal established by previous stand alone hubs designed by Alloy.

The companion disc design builds on Alloy’s UX award-winning design for the BT High Street ‘Whole-Home, which we adapted to the specific detailed needs of being given away with the service as opposed to bought on the High Street. The circular element on the main hub creates a strong identity link to the discs, symbolic of the new connected world where winning experiences are delivered by tighly interoperating sets of objects and digital interfaces.