Launching the new vision for Cable my Street
CLIENT: VIRGIN MEDIA | WORK: WEB & CONTENT | DISCIPLINES: UX DESIGN
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Virgin Media is a British company which provides fixed and mobile telephone, television and broadband internet services in the United Kingdom. Virgin Media only covers 44% of the UK and it has over 4.8 million cable customers. In order to expand their network, Virgin Media is planning to connect 4 million more homes and businesses by 2019, expecting to rise their cover to 55% of the UK. As part of the Network Expansion programme, Virgin Media is focusing on reaching more homes and business with the aim of customer adoption/conversion.
THE VISION
At the moment, 1% of visitors to virginmedia.com are prospect customers who have not yet been cabled. To avoid users feeling they reached a dead end, the vision was to engage prospect customers at the first point of contact - postcode serviceability result - and inform/educate as what users and their communities can do to increase the chances of getting cabled.
MY ROLE
My role as a UX Designer was to understand the business requirements, users needs and technical capabilities and limitations.
THE APPROACH
With a ring fenced team dedicated to this vision, we had an initial brainstorm with key stakeholders to understand the full spectrum of the vision, and how we could deliver it.
THE SOLUTION
Instead of leaving users in a dead end scenario with nowhere else to go or do, we created specific user journeys to provide the correct content for users in each stage of Cable my Street progress. After users interaction with the serviceability widget, depending on their postcode we would send them to a 'Results' page which would consist in specific content for each of CmS stages - unplanned, planned, in progress and coming soon. After users registering their interest on the results page, we would then send them to a 'Thank You' page where we would tell inform about what happens next and further details of the cabling progress status.
This work went live in January 2017, since then there was an increase in registrations and users engagement, providing Virgin Media with crucial information for future planning of the Network Expansion.
We took an AGILE methodology approach where we could manage the work in a sizeable manner and deliver work and iterations as quickly and as frequently as we needed. This was crucial as we ran user testing sessions to validate our work.