How BT continues to push the telecommunication industry forward | Figma Blog (opens in new tab)

BT, a telecommunications company founded in 1846, modernized its product development by reorganizing teams into cross-functional product squads. These squads adopted Figma to replace fragmented design tools and improve collaboration among designers, engineers, product owners, content designers, and stakeholders. The shift reduced costs, increased design visibility and consistency, accelerated delivery, and helped BT maintain collaboration during the move to remote work.

The Evolution to Product Squads

• BT created smaller teams responsible for end-to-end product delivery.
• Designers began working directly with product owners, engineers, content designers, and other specialists.
• The new structure encouraged collaboration but exposed workflow problems:
  • Too many disconnected tools, including Docs, Sketch, InVision, and Jira.
  • Time-consuming file transfers and handoffs.
  • Multiple feedback channels and communication barriers.
  • Difficulty maintaining cohesive design across product lines.

Migrating to Figma

• BT’s design operations team piloted Figma with one product squad for two months.
• The pilot produced quick benefits:
  • Real-time collaboration became easier.
  • Design handoffs were simplified.
  • Teams could design, prototype, and present in one place.
• Engineers and product owners gained earlier visibility into design work and could contribute before decisions were finalized.
• Following the pilot, BT rolled Figma out across all product squads.
• Stakeholders could review and comment on work through a link from any device.

Business and Organizational Benefits

• 50% lower design-tool costs: Figma replaced Sketch and InVision.
• Greater influence for design: Better visibility brought design into more business decisions and investment discussions.
• Improved consistency: Figma created a foundation for a future centralized design system spanning BT’s brand, products, and business units.
• Business continuity: During COVID-19, Figma provided a shared online workspace for remote teams to communicate and solve problems.
• Faster decision-making: Teams began conducting live experience walkthroughs with executives instead of preparing polished presentation decks.
• Higher transparency and efficiency: Cross-functional teams developed a shared understanding of work and goals.

BT’s experience shows that adopting a collaborative design platform can support more than design efficiency. Combined with cross-functional product squads, it can reshape organizational workflows, reduce costs, strengthen stakeholder involvement, and help a large company continue innovating.