Integrating a Global Brand into an Existing Customer Journey
Client:TalkTalk
The Challenge
TalkTalk had secured a commercial partnership with Netflix to offer discounted memberships alongside its broadband and TV packages.
The challenge wasn't simply promoting Netflix—it was integrating a globally recognised brand into an existing purchase journey while balancing multiple competing products, commercial agreements and legal requirements.
The experience had to feel seamless for customers while remaining true to both the TalkTalk and Netflix brands, all within a fixed launch deadline aligned to a major marketing campaign.
The Approach
Working closely with product owners, researchers, developers, marketing teams and Netflix stakeholders, I mapped the complete customer journey from homepage through to purchase confirmation.
The work focused on creating a consistent experience across every touchpoint, including:
- Homepage and promotional campaigns.
- Product comparison pages.
- Basket and checkout journeys.
- Package selection and confirmation.
- Customer communications following purchase.
Every stage was prototyped and validated through user testing before development, ensuring customers clearly understood the proposition while satisfying the commercial and legal requirements of both organisations.
Particular attention was paid to integrating Netflix alongside existing products such as NOW TV and Google TV, ensuring each proposition remained clear without creating unnecessary complexity.
The Outcome
The partnership launched successfully within a demanding delivery schedule and provided TalkTalk with a seamless digital experience spanning marketing, product selection and checkout.
The project delivered:
- A consistent cross-channel customer journey from discovery through to purchase.
- User-tested designs balancing the needs of TalkTalk, Netflix and multiple internal stakeholders.
- Developer-ready designs delivered on time to support the launch.
- An integrated experience that contributed to a 20% increase in average FTTC package value through the successful introduction of the Netflix proposition.
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