Virgin Media

1.0 Problem

Virgin Media’s Upgrades & Offers area is a key space for cross-sell and upsell but the existing experience was cluttered, outdated, and confusing. Customers struggled to understand what was being offered, often missing relevant deals entirely. It was a clear opportunity to improve clarity, increase conversions, and bring the UI in line with modern standards.

2.0 Discovery

Working alongside another UX designer and multiple stakeholders, we analysed user journeys and performance data to pinpoint areas of friction. We identified key offers that customers were regularly missing due to poor hierarchy, overwhelming content, and ineffective product grouping. These insights shaped early wireframes and proposals shared with business leads.

3.0 Prototyping & testing

Once aligned on the direction, we developed high-fidelity interactive prototypes to bring the new experience to life. Using Usertesting.com, we gathered insight through several rounds of A/B testing, refining the flow, hierarchy, and content presentation based on real customer feedback.

4.0 Developer handover

Following continuous iteration, we finalised the UI - optimised for responsiveness, aligned with Virgin Media’s brand, and ready for build. A smooth handover process ensured developers had what they needed, with design QA checkpoints scheduled to maintain quality through delivery.

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