The Campaign

We took a distinctly “member centric” approach to designing the new website. Every design detail, piece of content, interaction and feature is seen through the lens of our users. The new Virgin Money website is people-centric, transparent and honest to create authenticity. It aims to be innovative and daring yet supportive and educational to give the user confidence and build trust. The designs provide an intuitive, personalised and effective digital experience that simplifies, educates, serves and empowers users to do more. The new site will drive improved conversion and acquisition through logical, streamlined paths.

Creative Execution

Over 16 weeks we were engaged in the design and build of Virgin Money Australia’s website. Using agile methodologies our team of designers, developers and analytics specialists collaborated to design and build 6 responsive templates, optimised for mobile, tablet, and desktop break points, with development facilitated by the use of our custom Adobe Experience Manager platform of templates and components. The AEM content management system allows for the storage of VMA's vast library of digital assets, which are displayed throughout the site’s flexible content templates. AEM provided VMA with the flexibility to arrange and author components, to create engaging experiences across the site’s array of unique pages. Robust user management and workflow processes gives ease of control over content publishing and deactivation to the live site. Leveraging other components of the Adobe Experience Cloud in Adobe Analytics and Activation, VMA has greater insight into their customers through intuitive data visualisations.

The website was designed to increase members’ ability to find relevant content, through the use of: – An intuitive task based information architecture to surface the breadth of Virgin Money’s product offerings and demonstrate how they will benefit customers – Expansive drop down navigation menus, allowing members to see deeper levels of the IA and find relevant content without clicking through multiple pages – Pure responsive design ensuring each channel (mobile, tablet and desktop) is beautifully optimised. – Tightly controlled colour palette to denote clear interaction language and brand personality – Ample negative space to allow content to breathe – Breaking the grid model, that is typical in modern website design, to create a point of difference.

The goal of the project was to provide a foundation and spring-board to enable ongoing digital initiatives for Virgin Money Australia. This project begins the foundation journey with the design and build of a new and improved public website on the Adobe platform that: – Highlights the diverse product set that Virgin Money Australia offers and showcases the benefits that set Virgin Money and its customer value propositions apart. – Provides improved customer experience and ease of use, to meet customer needs faster and increase sales conversion; – Delivers improved customer insights through Adobe Experience Marketing platform’s advanced analytics and Target platforms; – Better positions VMA for future growth through digital by streamlining digital delivery through improved technology and team efficiency. – Ensures the website can adapt seamlessly to the growing product and services offering by Virgin Money Australia.