Working as a UX/UI consultant I got involved in a variety or projects focusing on the mobile customers' user experience and how we could better deliver an online sale experience aiming to improve conversion. Working on an Agile team the work load was based on 2 weeks sprints.

Over the course of the sprints I conducted remote user testings, create user journeys, ran A/B tests, created high fidelity prototypes and Designed sleek UIs.

Increase conversion on mobile sales journeys are part of one of the major objectives at Virgin and I was responsible to work on key end-to-end mobile sales journeys.

Implementation of new features such as the ability for customers to trade up their old phones as part of the payment, being able to upgrade the mobile tariff plan early and recycle customer's old phone are features that customers can only take advantage if done offline but now they will be available online too. Based on different scenarios and user stories I created multiple journeys which fulfil user needs addressing pain points and their needs.

Via remote user testing we took deep dive and realised some customers' pain points.

This gave us great insights so I after quickly creating prototypes and test them via A/B tests we concluded the study and uncovered the main user pain points that allowed us to discover trends and patterns from which insights could be constructed.

Research showed us that customers wanted to see Mobile Deals based on a certain criteria.

Their choices of brand, price and cost were the main drivers for deciding which Deal to chose from. I’ve tested different sorts of filters and  functionality that helped customers find what they were looking for.

As part of the mobile sales journey Virgin holds a Value Message page that explains the benefits on "Why should customer choose Virgin."

I was responsible to come up with a new Design and better flow as the old Designs and structure wasn't working. I condensed the content of 10 sub-paged in 1 single and clean page with call to actions on key spots.

Post analysing the data, the click-through rates and conversions on the page were quite significant so customers accepted those changes positively.