Virgin Media Sales Transformation
One of my first achievements at Virgin Media was the ultra-rapid transformation of the digital sales flows. First re-imagined journey was live to customers within 6 weeks, and outperforming the existing flow. A research driven, rapid prototyping approach was used to quickly validate good ideas and get them into live flows for testing. Principles were to simplify design, reduce customer effort, and use more pragmatic, everyday language, with less focus on Brand terms.
Simplified, high performing checkout
The existing sales checkout process had been in place for several years and had become long and unwieldy, with over 25 steps. Customers were overwhelmed by too many options, and the manual data entry made the experience high-effort and frustrating. To address this, I initiated a complete redesign, starting with the "broadband only" product. Through rapid design sprints and user testing, I streamlined the flow, stripping it down to the minimal information required to complete a sale.
Within just six weeks, the new, simplified checkout was live and being tested with real orders.
The Result
A staggering, 22% uplift in conversion.
One-Click Contextual Upsell
One known reason for customer dissatisfaction was the perceived poor broadband performance. In fact, customer data showed that, in most cases, the issue was actually that the customer had purchased too low a tier of broadband for their household needs, requiring an upgrade to access more bandwidth.
To address this, I implemented a design for an in-life customer journey where customers identified with this issue were proactively notified and presented with content explaining the situation, along with a simple one-click upsell option, adding the new price to their existing bill. Through rapid prototyping and user testing, we identified the right content to display.