THE PLATFORM THAT WILL BRING BETTER DAYS TO LIFE

The Challenge

Virgin wanted to reimagine the relationship with its customers through a mobile first experience and drive interaction with the brand as a whole. Instead of differentiated loyalty with each of its sub brands as had been the case previously. Virgin needed a solution which allowed them to offer a personalized experience and gain unification across all brands.

Our Insight

The DMI team worked with Virgin to implement a customer-centric approach to the app development process, using a combination of user research, rapid prototyping and user testing to ensure the finished product met Virgin customer expectations. Virgin and DMI developed a service that reshapes the user experience based on individual preferences identified using data collected through the app.

WE’RE PART OF A TEAM CHANGING THE GAME AT VIRGIN

With the objective of becoming Virgin’s first successful mobile business, Red gives Virgin a greater understanding of their customers and drives crosspollination across business units. Virgin Red is reimagining what ‘customer relationship’ means with a mobile first experience that brings joy, excitement and ease to all Virgin customers - designed to delight and make its users’ day that bit better.

USER CENTRIC DESIGN PRODUCT DEVELOPMENT

DMI co-designed the Virgin Red product line (mobile and web) through a combination of user research, rapid prototyping, user testing and focus groups (profile screen shown above).

Results

We delivered a successful and engaging loyalty app which seamlessly integrated with Virgin’s backend and back office as well as its CRM, and payment systems. As a result, the app delivers personalized and targeted products and discounts as well as enabling Virgin to gather consumer insights and trends.

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