The work
Virgin Media's product offering is built around bundling TV, broadband, landline and mobile packages – which means presenting complex, highly variable information to customers who are trying to make a significant purchasing decision. My work was focused on making that experience clearer, more confidence-building, and ultimately more likely to convert.
Across three years I worked on the end-to-end acquisition journey – from landing pages through bundle selection, comparison, and checkout – as well as contributing to a team effort to bring consistency to Virgin Media's design practice.
Key projects
Bundle comparison
Virgin Media's bundles are complex – multiple combinations of TV channels, broadband speeds, landline options and mobile add-ons, all at different price points. Users frequently found this information difficult to understand and struggled to identify which product best suited their needs.
The solution was a reusable comparison component that made evaluating options quick and visually clear. Designed through iterative testing with real users, validated with A/B testing before full rollout.
Sticky CTA component
As part of continuous improvements to the new customer journey, we introduced a persistent component that kept key product information and a prominent call to action visible wherever a user was on the page. Initially validated on a single product page before rolling out across all product pages – delivering a significant uplift in conversion on both desktop and mobile.
Design system foundations
As a senior member of the design team, I was part of a group responsible for improving design consistency and ways of working across the function. We defined Virgin Media's Online Media Guidelines (OMG), which became the foundation for the company's design system – built on zeroheight as a single source of truth for designers and developers. This also involved introducing human-centred design practice into the team's agile workflow.