VIRGIN MEDIA
Improving Virgin Media’s Mobile Sales Experience
As a UX/UI consultant, I joined Virgin Media’s digital team to enhance the mobile sales journey on their retail website. Focused on increasing conversion and user acquisition, I worked in agile sprints to test, iterate, and redesign key parts of the mobile shopping experience.
CLIENT
ROLE
UX/UI Designer
Responsibilities
#User Experience Design #Wireframing #Prototyping #High Fidelity UI #Visual Design #Animation
Virgin promo
Objective
The project aimed to increase online mobile sales and improve user acquisition by optimizing the mobile shopping experience. Key goals included making offline-only features available online, streamlining navigation, and addressing user pain points to drive higher conversion rates.
Challenges
- Low conversion rates in the mobile sales funnel due to fragmented user journeys and unclear value messaging and pricing.
- A bulky, multi-page value proposition section that diluted engagement and reduced click-through rates.
- Lack of targeted filtering options for users looking for mobile deals by specific criteria like brand or budget.
Design Decisions
- Created multiple end-to-end user journeys addressing different user scenarios and needs.
- Ran remote usability tests and A/B testing - with participants to identify pain points and validate concepts.
- Designed a new deal filtering system allowing users to narrow results by brand, price, and plan type.
- Condensed a 10-page “Why Choose Virgin” section into a single, focused landing page with well-placed CTAs, resulting in a cleaner and more persuasive experience.
Results
- Increased user clarity and interaction across the mobile sales journey.
- 22% Improvement in click-through rate and 9% conversion rates on the redesigned value messaging page in comparison to the same period of the previous year.
- User feedback showed reduced friction in the phone purchasing process, with improved satisfaction across tested scenarios.
WORK PROCESS
Refining the Sales Journey
Improving conversion in the mobile sales journey was a key objective at Virgin Media, and I was responsible for designing critical end-to-end user flows. I worked on implementing new features that were previously only available in-store, such as trading in old phones, early tariff upgrades, and phone recycling, making them fully accessible online. Using various user stories and scenarios, I created multiple tailored journeys that addressed customer pain points and aligned with their needs and expectations.
SALES JOURNEY
Testing Things Out
In order to understand the experience from our customer's perspective, we recruited 8 people, potential customers with the right mind set and followed their process of purchasing a device.
Revamping Virgin’s Value Messaging for Better Engagement
Virgin's mobile sales journey included a Value Message section explaining why customers should choose Virgin. The original version was spread across 10 sub-pages, leading to poor engagement and unclear messaging. I redesigned this into a single, streamlined page with clear structure and strategically placed call-to-actions. After launch, data showed a significant increase in click-through rates and conversions, confirming the new design effectively resonated with users.
