Virgin Media
Streamlining Access: Redesigning the Postcode Checker, a critical tool for helping users unlock broadband deals tailored to their location.
Role
UX/UI Designer
Services
UX Design, Optimisation, Usability Testing
Year
2022 - 2023
The Mission
At Virgin Media, known for offering superfast broadband deals, our mission was to optimise the postcode checker to eliminate friction in the user journey, resolve usability challenges, and enhance clarity. This initiative simplified the process, improved user satisfaction, and delivered a seamless experience, empowering users to easily find the best broadband and other deals.
I was involved in translating designs into Figma, by using research insights to refine the UX, and analysing the user journey post-release to identify areas for improvement and recommend enhancements for the next iteration.
The Impact
One month after launching the new postcode checker, we analysed its performance across our top six pages and observed significant improvements
528%
Postcode serviceability checks increased
25%
Increase in basket creation
9%
Average reduction in bounce rate
6.59%
Orders increased
The Process
The Problem
Customers are faced with a generic postcode checker and results, which is not tailored to their needs. This process takes them away from the product page, prolonging the experience of finding deals.
During my interview I was tasked with looking at an efficient way for users to improve the postcode checker. So I looked at research, the user flow and other factors that would help with a solution to design an in-page postcode checker with a seamless flow to help users find deals available to them.
Competitor
Analysis
By looking at our competitors and what they were doing with their search function, I found that Royal Mail performed well in employing the best UX practices for their postcode checker. This included functions such as predictive search which helped users identify their postcodes quickly. While the broadband providers were behind, typically adopting only 2 out of 5 features on average.
The redesign
After joining the team, I utilised research and design ideas I had previously developed to collaborate with my colleagues in translating the designs into Figma. During the redesign process, I worked closely with a colleague to incorporate some of my suggestions, contributing to the completion of the updated design.
User flow
To understand user pain points, I navigated through our deals from the perspective of a user. I discovered a key frustration: deals displayed before entering a postcode often became unavailable after the postcode was checked during the process of adding the deal to the basket. Recognizing this as a major source of user dissatisfaction, I proposed a simplified user flow that allows users to see tailored deals only after checking their postcode, ensuring a more seamless and frustration-free experience.
Next steps
As a team, we analysed user journeys on Contentful to pinpoint pain points within the redesign. From this analysis, we identified several key recommendations to address these issues. The next steps involved testing these recommendations on UserZoom to validate if they aligned with user needs before implementing them for further optimization.
Recommendation 01
For product auto scroll so users would see products right after checking their postcode, which has been implemented in the next iteration.
Recommendation 02
To keep the postcode checker textfield on the page in the success state as another gateway to change/ check other postcodes.
More case studies
Let's Talk
