Simplifying Sure’s digital journey to delight customers
Sure, the leading telecoms provider across the Channel Islands and Isle of Man, partnered with 7DOTS to transform their digital customer experience. With over 100,000 customers spanning consumer and B2B segments, this project laid the foundation for long-term innovation while delivering immediate gains in customer satisfaction and operational efficiency.
The Problem
Sure’s digital experience had grown complex over time. Customers faced a fragmented journey across touchpoints, with inconsistent design, unclear flows, and limited self-serve functionality. Internally, this created strain, from high operational overheads to barriers in launching new services.
The business needed more than a website refresh. It called for a strategic rethink: how to make digital work harder for customers, and easier for teams to manage. With ambitions to retain loyal users, attract new ones, and simplify service delivery, Sure knew that clarity, consistency and performance had to lead the way.
The Solution
We began by aligning all stakeholders around a clear vision of what great should look like. This ‘north star’ was informed by customer research, internal workshops, and deep analysis of user behaviour and business needs.From there, we designed a simple, scalable and joyfully intuitive experience focused on real user journeys, not just pages.
Key actions included:
- Comprehensive customer and market research
- Persona development and journey mapping
- Definition of guiding principles for a simplified UX
- Modular, reusable design system to ensure consistency
- SEO and analytics-ready architecture
- Seamless integration with third-party platforms via robust APIs
- Parallel collaboration with Sure’s tech teams to reduce delivery risk
- Rigorous user testing to validate and refine
Together, we built more than a new interface. We delivered a connected ecosystem that makes digital feel effortless for both customers and teams.
Metrics that Matter
- Increased customer satisfaction across key journeys
- Reduced time to provision services
- Enhanced ability to upsell and cross-sell online
- Lower operational overhead through streamlined systems
- Improved agility in launching new digital services
The Outcome
Sure now offers a digital experience that feels unified, intuitive and human. It replaces friction with flow, and complexity with clarity. Customers are supported with the speed, transparency and confidence they expect.
Internally, the business benefits from improved efficiency, better data visibility, and a scalable design system that accelerates future launches. More than a one-off project, this work sets the stage for long-term transformation.
It delivers on the north star vision: creating moments to look forward to.
