The upgrades & offers section is a familiar part of an existing Virgin Media customer’s online experience. It presents an excellent cross sell up-sell opportunity to offer new products and services.The existing design was outdated and difficult for customers to make sense of what was being offered. It was clear there was an opportunity to enhance the customer experience and increase revenue for the business with the help of a complete redesign.

Before embarking on a proposed new design, existing customer pain points were identified with the current version. Working closely alongside another UXer and various stakeholders we were able to identify which key products and deals were missed by customers. This was usually a result of a poor information architecture and an overload of content. Ideas and wireframes were bounced around with stakeholders to determine a route forward.

Once all parties were happy with the proposed designs, work began on more high fidelity clickable prototypes which we could then put in front of users. Usertesting.com was used to gain insight and designs were A/B tested over multiple rounds.

A final design was reached after constant iteration based on user feedback from real customers. The designs were polished to ensure compliance with the Virgin Media brand before handing over to the developers.

We measured success by comparing sales before and after the launch of the new design. As a result of the new design, sales for premium TV channels more than tripled and mobile orders are the highest they’ve ever been.