VirginPLUS.CA REDESIGN

In 2023, as Virgin Mobile rebranded to Virgin Plus, reflecting its transition to a lifestyle brand offering more than just mobile services, a pivotal opportunity presented itself—to reimagine the Virgin.ca website. I championed a full-scale redesign rather than a mere cosmetic update, arguing that aligning the digital experience with the evolving brand essence was crucial to meet the rising expectations of our users. This comprehensive redesign aimed not only to refresh the visual identity but also to substantially improve the website's functionality and organization, making it more intuitive, personalized and engaging. My advocacy set the stage for a transformation that would harmonize the user interface with the brand's new, vibrant persona and expanded service offering.

Drawing from the success of AI/ML personalization techniques on Bell.ca, I spearheaded a detailed analysis, predicting enhanced customer engagement for VirginPlus.ca. My insights, grounded in data and user behavior studies, provided a strong foundation for the strategic overhaul aimed at boosting site traffic and encouraging a channel shift toward more digital interactions.

Tasked with aligning the new website with international branding guidelines, I led a series of design and testing iterations in close collaboration with a global agency. My role extended beyond design; I orchestrated a seamless integration of the new brand standards, ensuring consistency and user-focused navigation enhancements across all pages. By partnering with internal Business Intelligence, Artificial Intelligence, and IT teams, we crafted and integrated sophisticated personalization features that catered to diverse user preferences.