Phones - Under18

With kids getting their first phones at 9–10, families need better tools to stay safe online. EE had an opportunity to consolidate parental controls and tailor the purchase journey, end to end.

problem

In 2025, keeping children safe online is harder than ever. With kids receiving their first phones at just 9–10 years old, parents and guardians face a growing challenge, controlling what their children can access on a mobile device is complex, fragmented, and often confusing. EE's existing experience offered no dedicated space for families. Parents landed on generic product pages with no clear guidance, no tailored content, and no obvious starting poin, leaving them feeling scared and overwhelmed at the thought of handing their child a connected device. The Online Safety Act 2023 made this gap impossible to ignore. Families needed more than just a phone plan, they needed confidence, clarity, and control.

solution

I designed a dedicated family mobile experience on EE, built around a set of child sub-plans linked directly to the parent's main account. Each plan was tailored by age group, ensuring that the level of control and content filtering was appropriate as children grow.

Key features included:

Age-based content filters — automatically adjusting what kids can access depending on their age group
Screen time limits — giving parents control over when and how long their child uses their device
App restrictions — blocking or allowing specific apps based on age-appropriateness
Simple setup — designed to feel approachable and stress-free, even for less tech-savvy parents
Adjustable controls — plans and settings that evolve as the child gets older, reducing the need to switch products

All controls were brought together in a centralised dashboard, giving parents a single place to monitor and adjust their children's digital boundaries with confidence.

year

2025

timeframe

3 Months

tools

Figma, User Testing