VOLT product card
experience

Reimagining VOLT Product Cards – Boosting Awareness and Engagement of VOLT experience among customers.

Tools

Workflow

UX Design

User testing

User analytics

Product feature update

User testing

Data analysis

Project vision

A few years ago Virgin Media and 02 merged, leading to the launch of our VOLT proposition, which offers exclusive benefits for customers of both services. However, research shows that many customers don't understand VOLT or realise they're eligible for additional benefits.

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Process

This project focuses on re-designing the product cards for VOLT, a feature-packed offering designed to provide additional benefits to customers. The goal was to craft a user-centric solution that highlights the perks of VOLT, ensuring customers not only understand its value but also recognize their eligibility for exclusive advantages.
Despite its compelling benefits, customers often overlooked VOLT or were unaware of their eligibility for added perks. The existing product cards failed to effectively communicate the unique value propositions, resulting in lower-than-expected engagement and sign-ups.

Objective:
To reimagine the VOLT product cards into an intuitive, visually appealing design that:

Clearly communicates the benefits of VOLT to customers.
Encourages users to engage and explore how VOLT aligns with their needs.
Provides a seamless way for eligible users to realize and activate their benefits.

Problem statement

Customers coming to broadband pages don't know that they get extra perks by being with both VM and 02.

Hypothesis

By re-designing the VOLT product cards to better emphasise the perks of VOLT and make them look different, users will be more likely to choose a VOLT product.

Over 70% of our traffic is on a mobile device.

Problem statement

Customers coming to broadband pages don't know that they get extra perks by being with both VM and 02.

What is VOLT? When you become a customer of both Virgin Media and 02, you'll get access to exclusive benefits. These include:

We double your mobile data e.g. you buy and pay for 5GB we give you 10GB
You get a broadband speed boost to the next available speed tier e.g. you buy and pay for 132Mbps we give you 264Mbps
We give you Win guarantee' (for no extra cost, usually Free with Gig 1 or £8 per Wifi Pod) and up to 3 WiFi pods to boost your broadband around your house if needed
Mobile data roam in 75 destinations (02 Travel Inclusive Zone). You do not pay for using your mobile data abroad in the countries listed

Heuristic analysis

Competitor analysis

User journey map

Brainstorming

Interactive prototypes

Optimal solution

Based on comprehensive A/B testing and alignment with key business objectives, this redesigned interface was strategically selected to enhance user engagement and optimize conversion funnels. The updated VOLT product card design leverages visual hierarchy, progressive disclosure, and clear value proposition messaging to enable users to seamlessly compare mobile and broadband plans.

By emphasizing exclusive perks through micro-interactions, consistent iconography, and responsive layouts, the design effectively improves information clarity and reduces cognitive load, ultimately driving higher conversion rates among mobile and broadband users.

This solution was chosen as the final design direction for its ability to communicate benefits more intuitively, support business growth metrics, and provide a frictionless user journey.