Virgin Mobile

Valentine's Day Campaign

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

Remember when your Facebook feeds were filled with those generated profiles from random questionnaires on the internet? BuzzFeed started this sensation of the "What type of [insert topic] are you" quizzes, with the resulting answers being optimized for sharing. They're still pretty rampant, but 2016 was the height of their popularity. Virgin hitched a ride on the quiz train to celebrate Valentine's Day using a simple 5 question quiz that generated a snappy headline along with a mad-libs-inspired description of how you can expect to spend your Valentine's Day.

Riding on the hype of BuzzFeed quizzes in 2016, this simple questionnaire generated personalized Valentine's Day greeting cards for sharing on social channels.

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

  • Low-fidelity wireframe and prototyping
  • Visual design
  • Photo editing and composite creation
  • Project management and client liaison

Lesson learned here - even with the most talented photographers and models, recreating iconic scenes out of movies and/or music videos is really tough. As part of the outputs from this quiz, we set out to reimagine scenes from popular romance movies like Titanic and Pretty Woman, among others, but with an added Virgin flair. All things considered, the results were quite impressive - but only after extensive Photoshop intervention.

View additional assets from this engagement

View more work samples

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