Case Study: Virgin Media

Blending user and business needs

In just 12 weeks, Nomensa transformed the UPC Ireland Website to the Virgin Media Ireland brand, introducing new customer journeys and a fully responsive experience.

Initial results

Through implementing a new Information Architecture (IA), new design standards, new components and a fully responsive design, our approach carefully blended user and business needs and resulted in:

  • Online orders rising by 112% and checkout completion rising by 16%
  • A 62% rise in unique visits, as well as overall higher site engagement
  • A 50% rise in site visits
  • Almost half of all traffic (49%) accessed via mobile devices

The issues Virgin Media Business Ireland were facing:

  • Most people were only browsing, not following through to purchase
  • 35% of users were calling the call centres rather than finding what they needed online
  • 35% of traffic from the blog to the business came from new users

This project was part of their parent company Liberty Global’s Pan European vision, to draw all the Virgin Media brands together on Adobe Experience Manager (AEM) - a cutting-edge CMS that allows them to share assets.

Transferable insights

The discovery phase included workshops with key Virgin stakeholders to take a close look at their audience. We mapped out user journeys with this knowledge, and created a draft IA that would inform the main navigation of the new site.

Testing from the UK site showed users were most responsive to browsing by business size. So self-identifying gateways 'Small business', 'Medium business', 'Enterprise', 'Public Sector' and 'Partners' were placed in the main navigation.

These gateways led to the most relevant products, services and support for that business type. This was a bold shift from the long list of products they had before and a step towards personalisation. Plus, the unique URL created for each became a powerful SEO driver.

Collaboration is king

Small teams on both sides of the project meant we could use a very common-sense approach to the work and get things done quickly without lengthy sign-off processes. Copywriters and designers collaborated closely to make the page layouts as accessible and SEO-friendly as possible. They concentrated particularly on creating transparent pricing and clear calls to action. Highly technical product copy was also rewritten in plain English. We worked as far as possible in shared Google docs. This meant swift feedback, with optimum visibility from both sides. 

Goodbye corporate past

The previously corporate design was softened in order to appeal to small businesses as well as large. The photography used is miles away from the usual stock photos. Instead they suggest real-life, human stories and represent the diversity of the Virgin audience. Original iconography was illustrated for the product set and calls to action and add playful touches to each page.

These are unique to Virgin Media Business and help to distinguish it from their more formal competitors. 

To find out how Nomensa can help with your next UX project, contact us on +44 (0)117 929 733, email us on [email protected] or complete a Contact Us form.

As usual, Nomensa did not disappoint, creating efficiencies to support the smooth delivery of our objectives within an extremely tight deadline. It’s fair to say we could not have made the move without them