Virgin Media
Virgin Media is an organisation that brings a range of connectivity services together in one place.
My Role
As a Senior Product Design in the Data Services team, I was responsible for Amplifying the UX maturity in the organization, introducing the Human Centered Design approach. In addition, I work closely with the stakeholders to showcase the vision and the techniques that will be used to improve the user experience and conversion rates.
The challenge
Booosting it up
Virginmedia.com was suffering from low conversion rates.
The micro-conversions count was also meagre; there was not enough engagement or time spent with the website. Therefore, it was non-satisfactory from a business point of view. The above was caused by a lack of UX input when designing the web systems.
The Approach
Detective’s work
Combining data analysis and usability studies was crucial to identify the most significant stress points. Working closely and communicating with key stakeholders, analysing users’ current behaviours, and studying and evaluating the usability of the current product, was the first step to take.
Gathering Qualitative Data
I extensively interviewed Key Stakeholders and users. This allowed me to paint a general picture of what the users’ struggled with the most when using the website and what they expected from the product. I also analysed support calls.
Gathering Quantitative Data
I used online tools like Google Analytics and Hotjar, where I could investigate users’ behavioural flows, bounce rates, click maps, heat maps, and screen recordings. This allowed me to pinpoint the issues users were facing when using the product, as well as address the goals of the stakeholders;
The Definition
Actionable Items
Based on the data gathered, I mapped out user journeys, defined users’ tasks and formulated user scenarios. I designed the information architecture maps and content strategy proposals. I have also created user and job stories. I outlined the UX and design strategy, specifying the next steps in achieving the required business and user experience goals. The strategy has been presented to the stakeholders in the form of workshops. I brainstormed and discussed my assumptions, findings and plan with members of the team.
The Application
Engage and Deliver
I set up the design foundations by working closely with the front-end development team to ensure they aligned with the frameworks used. I designed pixel-perfect user interfaces and worked on design language to ensure a consistent and flawless user experience. Initial designs have been prepared in prototypes, making initial usability testing possible. I also developed a design system providing the structure is future-proof and adaptable.
Testing
Real-user Insights
Rapid prototyping allowed me to quickly run moderated and unmoderated usability studies in a lab and a field. I used online tools for remote studies to measure the success of performing user tasks and gather quantitative data. In addition, I ran user interviews and focus groups to collect qualitative data about the value of the prototypes. The findings have been implemented in further iterations of the prototype, and the testing process has been repeated until achieving satisfactory test results.
Implementation
Ship it!
After reaching satisfactory results during usability testing, certain system parts were ready to implement agilely. I worked closely with the development team, supporting with implementing the designs and helping with QA testing and changes to the design system where required. As a result, fully developed parts of the system have been usability tested, and reiterations have been implemented when needed. The process was repeated for different parts of the system until satisfying results were achieved.