Virgin Media
Adv Landing Page UX
Role:
Lead UX Designer
Year:
2021
Methods:
UX Strategy · Journey Mapping · Behavioural Analytics · Usability Testing · A/B Testing
Summary
Virgin Media's campaign landing page had no clear connection between brand storytelling and product discovery, users arriving from advertising expected deals, not a narrative. I led the UX strategy and design to create a campaign hub that balanced emotional storytelling with clear product entry points, validated through behavioural analytics and usability testing with 30 participants.
Campaign landing page delivered live
A structured hub connecting Virgin Media's advertising narrative to product offers; improving clarity, engagement, and paths to conversion.
Key impact
Users tested via think-aloud usability sessions
Expected product offers on landing
(insight that shaped final hierarchy)
Page variants A/B tested and delivered live
PROJECT OVERVIEW
Virgin Media's "Stay in Love, Stay Connected" campaign ran across TV, social media, digital advertising, and outdoor media. Each channel drove users to a single digital landing experience, but the existing approach created a disconnect between campaign storytelling and product discovery, leaving users uncertain about what to do next.
I led the end-to-end UX strategy and design for the campaign hub, balancing brand narrative with clear entry points to Virgin Media's broadband and bundle offers. The solution was validated through behavioural analytics, think-aloud usability testing, and A/B testing before going live.
Context
BUSINESS OBJECTIVES
Connect Virgin Media's multi-channel advertising campaigns to a single, consistent digital landing experience that drives product discovery
Increase engagement and progression from campaign traffic toward broadband, mobile, and bundle offers
Ensure the landing page reflects the campaign narrative while maintaining commercial clarity and conversion focus
Create a scalable hub structure reusable across future Virgin Media marketing campaigns
UX CHALLENGE
Users arriving from campaign adverts had primarily transactional intent, they expected deals and offers, not brand storytelling
The emotional campaign theme ("Stay in Love, Stay Connected") created confusion about its connection to Virgin Media's actual products
The page needed to serve multiple user types, from brand-aware returning customers to new visitors discovering Virgin Media for the first time
Balancing immersive creative storytelling with clear product navigation without one undermining the other
MY ROLE
Defining the UX strategy and hub structure for the campaign landing experience
Designing wireframes, prototypes, and interaction patterns across desktop and mobile
Interpreting behavioural analytics from Contentsquare to identify engagement patterns
Leading think-aloud usability testing with 30 participants and synthesising findings
Overseeing A/B testing of two live page variants and translating results into design decisions
Define
PROBLEM STATEMENT
Virgin Media's campaign landing page had no clear structural connection between advertising storytelling and product discovery, leaving users uncertain about what to do after clicking through from campaign adverts
Behavioural data showed that despite high campaign traffic, users primarily engaged with product sections rather than the brand narrative, indicating a mismatch between creative intent and user expectation
The challenge was to design a hub that served both commercial and brand objectives without forcing users to choose between the two
HYPOTHESES
If the landing page continues the campaign narrative while clearly presenting product offers and CTAs, users will better understand the value proposition and engage more with Virgin Media products
If product packages are prioritised early in the page hierarchy, users with transactional intent will progress more confidently toward relevant offers
If the hub structure balances emotional storytelling with functional navigation, it will support both brand engagement and commercial conversion without one undermining the other
DESIGN-LED CHALLENGE
From a UX perspective, the challenge was to design a campaign landing experience that:
Continues the campaign narrative from the advertising channel without creating confusion about Virgin Media's actual product offering
Prioritises product visibility and offer clarity early in the page hierarchy, reflecting the transactional intent of most users arriving from adverts
Works for both exploratory and goal-oriented users, from new visitors discovering the brand to returning customers looking for a specific deal
Creates a scalable hub structure that could be adapted across future campaigns without rebuilding from scratch
Design
Experience Strategy
1.
Story first, product always visible
The campaign narrative sets the emotional tone, but product offers and CTAs remain accessible at every scroll depth without requiring users to engage with the story first.
2.
Transactional intent respected
Analytics confirmed most users arrived with commercial intent. The hierarchy was designed to surface deals and broadband packages early, not after the full brand narrative.
3.
One hub, multiple channels
The landing page had to work for users arriving from TV, social, digital banners, and outdoor with different levels of brand awareness and expectations.
Campaign Spot
"Stay in Love, Stay Connected" The campaign spot set the emotional foundation for the entire landing experience. Understanding the tone, narrative, and visual language of the ad was the starting point for every design decision in the hub.
Communication Framework
The page content was structured across three progressive levels, moving users from brand awareness to conversion:
LOVE
(Brand)
Emotional storytelling showing how Virgin Media connectivity enables meaningful relationships, Connections That Matter
PERSUADE
(Product)
Product capabilities and benefits presented within an emotional context, rational benefit told in an emotional way
CONVERT
(Direct Response)
Clear product offers, pricing, and CTAs driving users toward relevant journeys, Game-Changing Speed
This framework ensured every section had a defined purpose, preventing brand narrative and commercial objectives from competing against each other.
Adv Hub Structure
The hub was designed as a single convergence point for all campaign channels, homepage, TV, social media (YouTube, Instagram, Snapchat, Facebook, Twitter, TikTok), and direct web entry. Rather than creating separate landing experiences per channel, a unified hub ensured consistent messaging and user journey regardless of entry point.
Hub Space Structure
The hub was structured around four prioritised sections, ensuring product discovery was never more than one scroll from the hero, regardless of which campaign channel the user arrived from.
Wireframes & Mockups
The hub was structured around four prioritised sections, ensuring product discovery was never more than one scroll from the hero, regardless of which campaign channel the user arrived from.
PAGE STRUCTURE
Hero campaign
spot with primary CTA above the fold
Editorial articles
connecting campaign narrative to product context
Product packages
with pricing and direct CTAs
Campaign video
and extended brand content
Legal and FAQ
section at the base
WIREFRAMES
MOCKUPS
Validate
Behavioural Analytics
Before usability testing, behavioural analytics from Contentsquare established how users were actually engaging with the page.
Key Results
The product packages section generated the highest click rate across both desktop and mobile
The main CTA linking to product offers was the second most interacted element
Users were scrolling past the brand narrative to reach product sections faster
This confirmed the core tension: the campaign led with emotion, but users arrived with commercial intent.
Usability Testing
30 participants tested via unmoderated think-aloud sessions, exploring the page and sharing reactions to first impressions, campaign clarity, and product discovery.
Transactional intent dominated
FINDING
86% of participants expected Virgin Media deals and offers after clicking the advert. Only 7% expected lifestyle or dating app content.
DECISION
Product packages and CTAs moved higher in the page hierarchy, visible without scrolling past the brand narrative.
Campaign theme created confusion
FINDING
Users were uncertain about what was included in plans when USPs were outside the carousel or hidden in accordions.
DECISION
Communication framework tightened to make the connection between campaign theme and product benefit explicit at each scroll level, not assumed.
Product section drove highest engagement
FINDING
Product section drove highest engagement Despite the narrative-led structure, users consistently focused on and interacted with product packages first.
DECISION
Hub structure reordered to lead with hero CTA and surface product offers earlier, using editorial content as supporting context rather than a gateway.
A/B Testing
Version A
Static Hero with Editorial Flow
Static hero banner and CTA at top, followed by editorial articles, product benefits, campaign video, and latest deals. Clear visual hierarchy, copy-led entry.
Version B
Video-Led Immersive Hero
Video background hero with CTA at top, followed by editorial articles, campaign video, product benefits, and latest deals. Motion-driven brand entry, storytelling leads.
Goal
Understand whether immersive brand storytelling or static product clarity better supports user engagement and navigation toward product sections.
Impact
Key Results
The campaign landing page launched live, connecting Virgin Media's multi-channel advertising to a single, structured digital hub. Behavioural analytics and usability testing validated the core design decisions:
Products and CTAs
Are positioned as the primary engagement layer, reflecting actual user intent
Communication framework
Ensured brand narrative and commercial objectives coexisted without competing
Adv Hub structure
Scaled across all campaign channels from a single entry point
A/B testing
Provided live performance data to inform future campaign iterations
Hypothesis Proven
Presenting the campaign narrative alongside clearly prioritised product offers and CTAs improved user understanding of the value proposition. Users with transactional intent could reach relevant deals directly, while the brand story provided context and emotional engagement for exploratory users.
Conclusion
What was delivered
A fully live campaign hub connecting Virgin Media's "Stay in Love, Stay Connected" advertising to a structured digital landing experience, validated through behavioural analytics, think-aloud usability testing with 30 participants, and A/B testing of two page variants.
Impact
The final design resolved the core tension between campaign storytelling and commercial clarity by establishing a three-level communication framework that guided users from emotional engagement to product discovery to conversion.
Product visibility was increased, CTA placement was validated through real user behaviour, and the hub structure provided a scalable template for future Virgin Media campaigns.
What I'd do differently
I would have introduced moderated testing earlier in the process, before the two variants were finalised, to stress-test the communication framework with users before committing to live A/B testing.
I'd also push for personalisation by entry channel; a user arriving from a TikTok ad has different expectations than one arriving from a TV spot, and a single hub inevitably compromises for both.