Redefining the Multisave Experience
I improved how O2 presented its Multisave discount, making it clearer and more engaging. The update drove a sharp rise in awareness and sign-ups while keeping the user experience consistent with the brand’s overall strategy.
Client
Virgin Media O2
Year
2023
Role
Senior UX/UI Designer
Disciplines
UX · UI · Design System
Scope
Multisave · Volt 2.0 journey
01
Introduction
Overview
This case study covers how I improved the Multisave discount communication and optimized the Volt 2.0 purchase journey across O2 and Virgin Media. The goal was to make the offer clearer, simplify the experience, and drive higher customer engagement and adoption.
What is Multisave?
Multisave is a promotional strategy by Virgin Media O2 that offers a 20% discount on additional connections to encourage customers to consolidate their services with O2. It aims to attract more connections from existing customers and to be the preferred provider for future connections.
02
Problem Statement
Challenges
Lack of Clear Communication: Difficulties in effectively communicating the dual benefits of discounts for additional connections and extending these discounts to multiple accounts within a household.
Limited Messaging: Insufficient information about the multisave feature, affecting both new and existing customers, resulting in low feature awareness.
Unintuitive Online Journey: The process of adding multiple SIMs and unlocking discounts was complex and non-intuitive.
Clunky and Manual User Experience: The process to avail of the multisave discount was cumbersome and not user-friendly.
Discount-Focused Promotion: Overemphasis on the discount rather than the broader benefits for families and households.
03
Research
Insights from Research
Research indicated a clear customer expectation of overall discounts when consolidating their connections with a single brand. However, awareness of O2’s multisave offer was significantly low at only 7%, which was likely affecting O2's market share in terms of SIMs per household.
7%
awareness of O2’s Multisave offer before the redesign
Research Questions Explored
Q1
How familiar are users with the concept of group discounts in telecommunications?
Q2
What factors influence users' decisions when selecting devices or services?
Q3
Do users perceive buying multiple devices or services as offering better value than purchasing individually?
04
The Process
User Flows
I developed new user flows for the multisave experience, including paths for discovery and resurfacing during the purchase journey, which was critical. The redesigned flows aimed to make the benefits more apparent and the process more intuitive.
Wireframes
Low-fidelity wireframes were created to redefine the structure of the multisave experience. These wireframes focused on simplifying the process of adding and managing multiple SIMs and services.
05
Design
Visual and Interaction Design
Snapshots from the design phase show the implementation of a cleaner, more intuitive interface, which was validated through user testing to ensure it met customer needs and expectations.
Design + Design System
User interface designs were created using O2’s well-crafted Design System. Designing with “CDS” streamlined my workflow, ensuring consistency and efficiency. It provided all the necessary tools and guidelines for creating user-friendly experiences that align perfectly with the brand.
06
Results
Results
01
Improved Engagement
The enhancements in the Multisave discounts communication and user journey significantly increased user engagement and satisfaction.
02
Market Impact
The streamlined user experience and clearer communication strategies have strengthened VMO2's position as a leading provider of tailored telecom solutions for modern households, contributing to an increase in the average number of SIMs per household.
Conclusion and Reflections
The project successfully realigned the Multisave strategy with the overall brand strategy and significantly enhanced the customer journey for purchasing Volt 2.0. This increased customer engagement and satisfaction and also reinforced VMO2’s market competitiveness.
Future strategies will focus on continuing innovation, enhancing customer-centricity, and maintaining strategic alignment to sustain VMO2's success in the dynamic telecom landscape.
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