Daniel Hutchinson



Working with the largest and most advanced digital communications company in Britain on their digital transformation programme.


In 2013 Dare were appointed lead digital agency for EE overseeing their digital transformation programme. The objective was to have an industry recognised #1 digital service experience. This ranged from foundations such as key building blocks for online, to innovation and technology in retail stores.


My role was to create the foundations for the redesign of ee.co.uk . It included auditing the current site, defining responsive patterns and a creating a digital style guide. I also continued working with Dare on some of the following EE projects:

  • Page template design
  • My account section redesign
  • New product launch
  • My EE app updates


Page Templates

Page templates were designed to be used across the site. A new homepage approach was created using the updated responsive patterns along with the following pages:

  • Shop landing
  • Device listing
  • Product page
  • Broadband page
  • Plans
  • Bundles
  • Add-ons
  • Basket
  • Campaign

My Account

Separate account sections were needed for Pay As You Go customers and Pay Monthly, with variations for businesses and families. I was part of the design team ensuring the experience was consistent for all customers, across all plans and device viewports.

Style Guide

The EE Style Guide contains information about the brand, foundation articles and design templates.