Virgin Mobile

April Fool's Digital Campaign

back end development
ux audit
front end development
mood boards
visual design
usability testing
user flows
low-fi prototyping
information architecture

This was a simple digital campaign that was a ton of fun to be involved with. Weeks leading up to April Fool's Day in 2017, Virgin teased a new smartphone case that boasted unprecedented features including personal grooming. Taking place at the height of the hipster-beard trend, the reveal was a glamorous case with Swiss Army Knife-like conveniences including a beard bib, wax, and trimming scissors.

Virgin's visual identity is so well-established that working within the identity guidelines effortlessly resulted in an on-brand campaign website that felt naturally like Virgin. Combined with a custom photo shoot and professional product renderings, every aspect of this campaign was smooth and polished.

My role in this project

  • Conducted a competitive review of similar services available such as WeightWatchers®, MyFitnessPal® and Noom®
  • Developed an overall user flow depicting service onboarding, food logging and integration with 3rd party services
  • Designed and built an extensive set of high-fidelity prototypes using AxureRP
  • Created a detailed property map that presented technology requirements alonside user interactions within the application
  • Completed a full branding exercise including mood boards, logo concepts and associated collateral
  • Designed various app screens and user flows using Sketch
  • Liaised with app developers throughout MVP process
Mobile app visual design samples
Unlike other weight loss apps, Fitmethod aims to simplify the often laborious process of finding and logging food.

In three simple interactions, a food can be entered into the user's food diary. User behavior is rewarded with achievements and educational content around nutrition. is some text inside of a div block.
Navigation and flow samples
The "My day" dashboard provides users with an overview of their current food diary with macronutrient and exercise activity visualizations.
Visual identity mood boards
As part of the rebranding exercise, I developed initial logo concepts paired with mood boards to demonstrate the corresponding design languages.
High-fidelity prototyping
Using AxureRP, I developed an extensive set of high-fidelity mobile prototypes that simulated key tasks like onboarding, logging food and entering physical activity.
User journey mapping
I developed a hybrid user journey / technology diagram that presented user movement through the app alongside key technology decision points. This was developed in parallel with business modelling.
Competitive review
As part of my competitive review, I diagramed one of the key differentiators for Fitmethod - simplified food logging. In this diagram, the number of overall interactions are compared between MyFitnesspal (a key competitor) and Fitmethod for logging a simple food like a banana, and a more complex food like a sandwich.

Our role in this project

  • Wireframing and low-fidelity prototyping
  • Microsite vsual design
  • Photo editing & manipulation
  • Banner advertising production
  • Project management and client liaison

With the entire campaign coming together in approximately one week, this was a great example of how seamlessly an idea can turn into something tangible with the right team. From copywriting to design, development to third-party photography, the project team couldn't have been more efficient. And as an aside, what a difference it makes to work with commissioned photography! 

View additional assets from this engagement

View more work samples

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