New Sub Brand Prosecco – Virgin Media

A new sub brand focussing on customers with a smaller budget.

An adaptation of the Virgin Media website and services was used as a the basis to create this new sub brand which would offer Broadband and Phone only.

Problem

Due to the rise of budget broadband offerings mid 2015 Virgin Media wanted to explore and potentially create a new sub brand which would focus on the budget conscious consumer.

Solution

An adaptation of the Virgin Media website and services was used as a the basis to create this new sub brand which would offer Broadband and Phone only.

Working with

Product Manager

Design Manager

Designers

Technical Architect

Sales

Marketing

Platforms

Online – responsive web

Mobile App

Site analysis & architecture

Site map and content plan

Working with the copywriter and marketing to produce an overall content plan and strategy which meets the goals of the project.

Ecosystem and site architecture

To have a technical understanding of how the underlying systems worked and how it affects what is displayed on the website so we can better communicate our design thinking to the development team and what’s actually feasible.

Sitemap

An overall sitemap was created from the content plan to highlight all the different areas of the website.

Overall customer journey and aim

Working with Sales and Marketing to understand the overall funnel to purchase broadband, tv and phone and the most important from a business perspective and what’s popular from a customer perspective.

User flows

Rather than using traditional user journeys, the aim was to provide a detailed flow of exactly the decisions the user needs to make within the purchase journey and how this can be streamlined to be as lean as possible.

Remote user testing

Qualitative feedback

Quantitative feedback

Whitelabel designs

My Project Deliverables Output

Delivered a complete UX set of artefacts.

  • 6 month contract.
  • Phase 1
    • Consisted of delivering the Product pages of the website including the Navigation, Homepage, Broadband, Phone, Compare deals, Service Checker, Installation, Delivery and Payment.
  • Phase 2
    • Consisted of revising the Broadband, Phone and TV customisation tool as well as the Self Service areas.
  • All phases consisted of creating a new design based on new branding guidelines and working closely with branding.
    • Assisted in building a fully complete responsive component library which worked across devices.
    • Holistic navigation solution which included a revised taxonomy and SEO friendly naming conventions.
    • Remote testing of key journeys
      • Taxonomy
      • Navigation patterns
      • Buy journey
      • Browse journey
      • Check service
  • Final outcome
    • The project was parked due to volatility in the market and the learnings were enveloped back into the overall Virgin Media strategy.