Project Picasso | Virgin Media

UX writing.

Vying for the 'Home of Entertainment' crown, Virgin Media tore up its old, pre-packaged model and handed customers the tools to create their own bundles from scratch. The core concept was that you'd pick your speed, shows, sports and more, mixing and matching as and when you wanted them.

I had my mitts on the end-to-end UX copy for the entire thing, covering the build-your-own journey, landing pages, and everything through to checkout, working closely with product and design to bring it all to life.

Build your own.

The project’s centrepiece was carefully designed so that packages were completely customisable without the whole experience becoming overwhelming, especially for those unsure of what they wanted or needed. Base bundles gave anyone unsure a sensible starting point, while the option to build from scratch stayed there for anyone who wanted full control. You can see the latter below.

Copy strategy.

The trick here was to toe the line between knowing how much information to give people at that exact moment, making sure all of it was still smack bang on point with Virgin Media's signature tone of voice. I kept the big stuff short, factual, with just the right amount of warmth for the brand, saving the personality for the smaller headlines sitting below them.

Homepage refresh.

I focused the top-line approach on two things. First, that there really was total flexibility in everything. You could pick and mix the channels and subscriptions you wanted, as well as get rid of any of them at the drop of a hat. Secondly, the lived experience would match that energy; that Virgin Media’s entire ecosystem would flex to how and when you wanted to get your entertainment.

Copy strategy.

The trick throughout all of this was to toe the line between knowing how much information to give people at that exact moment while still making sure all of it was smack bang on point with Virgin Media's signature tone of voice. I kept the big stuff short, factual, with just the right amount of warmth for the brand, saving the personality for the smaller headlines sitting below them.

Homepage refresh.

I focused the top-line approach on two things. First, that there really was total flexibility in everything. You could pick and mix the channels and subscriptions you wanted, as well as get rid of any of them at the drop of a hat. Secondly, the lived experience would match that energy; that Virgin Media’s entire ecosystem would flex to how and when you wanted to get your entertainment.

Build your own

The project’s centrepiece was carefully designed so that packages were completely customisable without the whole experience becoming overwhelming, especially for those unsure of what they wanted or needed. Base bundles gave anyone unsure a sensible starting point, while the option to build from scratch stayed there for anyone who wanted full control. You can see the latter below.

And everything else.

Plenty of work sat outside the funnel itself. Existing trading pages, their disrupter blocks, SEO-driven pieces, headline copy across journeys running in parallel, all needed attention too. Not all of it was about steering people towards build-your-own, some of it was simply about getting Virgin Media's entertainment credentials back on the page.