Selected Work
Virgin Media
Role: UX/UI Designer (Contract)
Duration: 8 months (2021)
Team: Challenger Sales (Agile): Cross-functional squad consisting of 2 Designers, 1 PM, 1 PO, 3 BAs and Developers.
Platform: Web (desktop and responsive)
Tools: Sketch, Zeplin, Azure DevOps, Slack, Confluence, Visio
Overview
Virgin Media is a leading provider of broadband, TV, mobile, and home phone services in the UK. Their website serves as a central hub for customers to explore packages, manage their services, and access support.
I joined Virgin Media as a UX/UI Designer contractor for 8 months, working on the Challenger (Sales) project, a large-scale redesign initiative to replace the legacy site with a more modern, intuitive platform. My work spanned both UX and UI design, focusing on streamlining user journeys, enhancing usability and accessibility, and creating visually cohesive, conversion-optimised interfaces across the new site.
Use Case
Enhance the checkout journey to increase conversion.
Background
A CRO test proved that a progress bar in the basket/checkout had a positive impact on sales. The test was carried out in the quick-checkout flow. Whilst there was defined UX for that flow, there were differences in others, so it needed to be adapted to fit with other flows.
Problem
There was an absence of a clear progress indicator in the checkout journey that left users uncertain about how many steps remained. This lack of clarity contributed to high drop-off rates and low conversions.
Goal
Implement a visual cue to show users their progress through the checkout journey, helping to reduce abandonment and improve sign-up completion with a more transparent and user-friendly checkout flow.
Process
It was important to consider the 5 personas when writing up the scenarios and mapping out the five journeys deciding where would be the best place to implement the start of the progress bar for each of them and how many steps were needed. I also looked at the affiliate flow where the progress bar had been implemented and assessed where it needed to be adapted for the five sales flows.
The 5 personas
Design
The designs were responsive, created for both mobile and desktop. To build out the full user flows, I combined existing page designs with newly added screens, carefully planning the placement of the progress bar to support clarity and continuity. All new UI followed the established design system and brand guidelines, using consistent components and assets to ensure a cohesive experience across the journey.
Testing
I created interactive prototypes of the updated flows, which were tested through unmoderated A/B testing led by the UX researcher. This approach allowed us to compare user behavior between the legacy and redesigned experiences, validating the impact of the introduction of the progress bar.
Results
The redesigned checkout journey resulted in a 16% increase in completion rate, demonstrating a clear improvement in user engagement and a reduction in drop-off.
