A smarter contract renewal flow
Lavoro svolto per 
When a landline contract is about to expire, most customers instinctively start shopping around. Virgin Media recognised this—and came to us with a smart idea: what if we could step in early, offering customers a personalised counter-offer before they ever thought of leaving?
The concept was theirs. Our role was to turn it into a real, working product.
I was tasked with designing the entire contract renewal flow—supporting our UX designer from CI&T and leading the UI design within Virgin Media’s tightly structured design system. That meant balancing consistency with flexibility, and shaping an experience that felt simple, respectful, and timely.
The goal: translate a business strategy into a user journey that could subtly reduce churn and support user retention, without ever sounding like a desperate sales pitch.
Before a single screen was designed, we mapped the entire customer journey from a UX and product design perspective—studying behavioural patterns, identifying edge cases, and deciding where this new flow should live.
UX contribution
I supported the UX designer in defining:
- The ideal entry point for the counter-offer flow
- Two parallel user journeys: one for upgrades/downgrades, the other for cancellations
- A fully integrated cancellation process, including device return and confirmation
We tested each phase to ensure the entire experience remained seamless—especially during transitions between flows.
UI ownership
Once the architecture was set, I took full responsibility for the UI design across all stages. Key contributions included:
- Bundle selection screen
I designed multiple interface variations for the upgrade/downgrade bundle selection page—delivering A/B test-ready versions to Virgin’s internal testing team. The goal was clarity: each offer included dense information, and we needed to minimise cognitive load. After testing, I merged the feedback into a single, high-performing component design that balanced visual hierarchy, clarity, and conversion potential. - Confirmation forms
I crafted bespoke confirmation screens for both upgrade and downgrade journeys—ensuring visual consistency with Virgin Media’s broader UI, while adding subtle refinements to improve comprehension and trust. - Cancellation flow
This became its own sub-journey. I designed additional components—like a calendar module for scheduling the return of the home kit—to make the experience feel clear and respectful, even in exit scenarios. - Transactional emails
I also handled the responsive email design of all related confirmation emails—collaborating with Virgin’s internal copywriter to align tone, layout, and responsiveness.
Every screen was designed mobile-first—built to be clear, light, and effective even under the constraints of small devices.
By turning a high-risk churn moment into a guided, user-first experience, we delivered real, tangible improvements—both for Virgin Media and its customers.
The redesigned dashboard—a key piece of digital product design—offered users clarity and control. Instead of calling to negotiate or abandoning the platform in frustration, they found transparent, personalised offers—presented clearly, navigable on mobile, and frictionless to activate. The result? Fewer cancellations, fewer calls to customer service, and a reduced customer support load overall, and fewer users defaulting to “maybe later.”
For those still choosing to leave, the step-by-step cancellation flow—including return logistics—allowed them to exit on their own terms. That small act of user experience design empathy paid dividends: fewer complaints, fewer delays, fewer angry emails.
On a psychological level, offering users a dignified way to stay or leave subtly shifted their perception of the brand—from transactional to trustworthy. And when trust increases, even exits can build loyalty.
Credits
Virgin Media
