- Reduce calls to the call centre by 4%
- To optimise the Support experience on the website, and establish several key user journeys to illustrate this
- Promote the website, as the channel of choice for support
- Improve the findability, legibility and SEO of content
In the first month after launch, Virgin Media Ireland experienced:
- An overall 6% drop in calls to the Support team (exceeding the objective of 4%)
Specific call drivers to the call centre were drastically reduced, including:
- 63% drop in calls from the Moving Home page
- 22% reduction in calls from the Contact Us page
- 19% reduction in calls from the Support landing page
Looking and listening closely
The project kicked-off with research and Information Architecture (IA) work to get a closer look at what was there and what needed to change. Specifically, we found:
- Content was buried in different areas and repeated in different places
- Media was used inconsistently
- FAQ-style content was not findable by search engines
- There was little or no related content offered to ease customer journeys
We began with card-sorting tasks to determine how best to restructure the Support section. We also identified core customer complaints that they came to the site to resolve – including Moving Home, transferring a home phone number and not being able to connect to the internet. We then bolstered our findings with user testing over five key user journeys. Our research demonstrated that users were more comfortable navigating relevant content when the information is categorised by products. This then became the navigation of the new support area.
Designing for clarity
From the start, our designs had been geared up for easy translation into AEM templates and Virgin Media Ireland’s existing component library. But we also had to consider the needs of each support article, the use of existing supporting media and the expectations of users within our design work.
The design needed to look and feel different from the sales area of the website. It needed to be streamline, clear and functional. By limiting full-bleed imagery and using large headings and a bright colour palette on white backgrounds, we achieved this boldly simplistic approach.
Users were presented with too much information to make an informed, confident decision about what to read. To alleviate this, we made text bigger, bolder and easier to read; made styling consistent; supporting images were inserted in clickable areas to aid navigation and product recognition; and topic list layouts were flexible so more could be added or removed in the future.
With this in mind, we created a set of four design templates broad enough to fit the majority of the 400 support pages.