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Virgin Media & O2 Task 2
Task 2 – Research Methodology
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Operationalisation and Conceptualisation

Population & Sample
On this page I am deconstructing the original brief into key dimensions and make quite a few assumptions in conceptualising them. In ‘real life’ I would work with stakeholders in the business to define and conceptualise these dimensions rather than making assumptions.

The scope

Journey review and improvement
Assumptions:
Diagnostic rather than generative
Short turn-around timescale
Improvement rather than redesign

Journey

Existing user journey
Assumptions:
Other products have similar journeys
Journey well established, so there is data on its performance
There are OKRs or KPIs for retention rates when customers move home

Experience

Meets user expectations
Assumptions:
No bottlenecks in the user experience
Easy to traverse
Minimal effort from the user

Population

Existing Virgin Media customers
Assumptions:
18+ adults
Moving within the UK
There are multiple customer personas that will have specific needs and expectations

Challenge

Does the house move journey meet user expectations?
Assumptions:
It has to be easier to complete Virgin Media’s house move journey than to find a new provider
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