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I led the design effort on ‘Project Refresh’, reimagining the E.ON Next website for improved customer experience and business performance, leading to a in end-to-end conversion.
#UserResearch #UsabilityTesting #Prototyping #ProductDesign #Workshops #Hackathons #DesignSystem #ConversionOptimisation
Problem statement
We have found that our existing website, designed for tariff acquisition and providing helpful information to our users, is not delivering expected upselling. This results in missed sales opportunities which affects the business's overall revenue.
How might we redesign our website to encourage users to customise their tariff plans and make purchases, thus increasing our overall revenues?
How might we redesign our website to encourage users to customise their tariff plans and make purchases, thus increasing our overall revenues?
Research and Discovery
While the scope of the project covered the entire website, the obvious place to start our efforts were with the site homepage, being the entry point for the majority of new customers. There were a number of different areas across the homepage experience that we wanted to test, and a variety of testing and research methods were identified.
Competitor Analysis
Being aware of what E.ON Next’s competitors are doing in this space can be useful information to gather. Although I would never look to make decisions based on this information alone.
Unmoderated testing
Testing en masse with the E.ON Next customer base was made possible using the platform, and allowed me to better understand their needs and desires.
Moderated (face-to-face) testing
When it comes to getting more in-depth information than can be provided from unmoderated testing, I was able to speak directly with E.ON Next’s customers to get their feedback on current and future designs and prototypes.
Ideation
Early design phases of the project included ideation sessions with the wider design team to gather ideas on potential features and content layouts.
Design Hackathons
Hackathons are a great way to bring the team together, especially on exciting projects like ‘Refresh’. Many ideas were gathered during these sessions and presented back to business stakeholders.
Wireframing and design
With the initial discovery and research in place I was able to move onto the first rounds of testing and feedback gathering.
Design Phases
I operated in a cycle, iterating on each design and checking it’s feasibility with stakeholders and customers along the way until I was happy with a version to take forward into testing.
Prototyping and testing
With the designs becoming more mature I was able to begin building them into high-fidelity prototypes using Protopie, ready for testing with customers.
High-fidelity prototypes
I delivered fully functional, animated prototypes of our solutions to ensure the most realistic experience possible for E.ON Next’s customers when testing new features and designs.
Design System
A key part of Project Refresh was to revisit E.ON Next’s Design System ‘Horizon’, which was a project which had never been fully realised.
Fleshed-out component library
The existing component library was incomplete and unfit for purpose. A big goal of Project Refresh was to change this and bring the Horizon design system up to scratch.
Design Tokens
In addition to taking on the design system project, I also introduced the concept of into the business, completely reshaping the way the designers and developers interact.
