Shell Energy Registration
Optimising and re-platforming the registration journey for Shell Energy to reduce system errors and improve the UI where possible, with the aim of increasing conversion.
Journey mapping group exercise.
Design sprints & ideation sessions
Using research and analytics we identified problems with the current registration journey. I led a series of design sprints, featuring journey mapping and sketching sessions with the team. Reducing the journey to the core essentials and identifying customer pain points. From these sessions I took the best ideas from the collective and started to create low fidelity prototypes for user testing.
Concept A
A low fidelity mockup of one of the ideas that came from the group. Creating a quick sign up tool, Allowing customers to save their quote to complete later on. This mockup extended payment options to include pre-pay, cheque along with direct debit, something the business currently didn’t offer. This example also looked to cross selling other services that the business provides such as broadband and boiler cover.
Concept B
This idea was to create a more conversational registration process. Allowing the user to type their details and select the relevant choices when prompted to, then generate a quote based on the details provided.
Final designs
Taking some of the best ideas from the journey mapping and sketching sessions to create the new journey and layout. I created an A/B test to compare our new layout against the old one.
Key takeaways were:
Customers preferred the small, bite sized steps, the original journey was one long single page form.
Customers liked seeing what they’d chosen throughout the sign up process.
Providing justification for why we needed personal data was reassuring for customers.
Educating the user about the energy switching process helped reduce contact around payment.
Design layouts
Address details
As part of the sign up process there is a business requirement to confirm the address as well as 3 years of address history.
Address details - Continued
One area of improvement vs the old journey was allowing the user to see what they had ordered. This was very popular during user testing.
Detecting users already on supply
The new process needed to be able to detect existing customers. Duplicate registrations were costing the business a lot as each order then needed to be manually processed.
Personal details
Reducing the the number of fields required help to make the sign up process less daunting for a customer.
Summary & Payment
Allowing the users review personal details before proceeding to make their payment provided a level of reassurance.
Thank you page
A confirmation page provides closure to the process as well as details of the next steps and what to expect.