Year
2018-2019 (6 months)
Client
EON Energy
Role
UX Design

Redesigning the EON UK website

To create a new design system for the UK website including new components, templates, a site map and design guidelines that are flexible enough to be rolled out to other regions.

User Insights

Using a combination of pre-existing research, personas and web & SEO analytics, my colleague and I mapped opportunities for the users. There are two customer audiences:

Residential & SME
- ‘task’ focussed i.e. I want to play my bill, I want to get a smart meter
- want dealing with energy providers to be as quick, pain-free and ‘in the background’ as possible. 
- want sophisticated self-serve options. 
- not familiar with energy solutions other than tariffs and smart meters.
- want energy providers to be proactive for their custom (not reactive)
- cost is king, comfort and eco-concerns are secondary

Business & Municipalities
- ’needs’ focussed i.e. I need to reduce carbon emissions, I need to secure supply, I need to reduce costs etc.
- require a bespoke offering, with a dedicated account manager 
- need be affiliated with a credible business
- time-poor 
- many stakeholders and decision makers with differing agendas
users to the site are not the decision makers
- need to stay on top of the energy market news
- keep up to-date on Linkedin regularly 
- want energy providers to be proactive for their custom (not reactive)
- main goals are reducing costs and reducing carbon emissions (CSR)

I collaborated with the lead UX designer to update the business site map, utilising research from previous rounds of card-sorting, tree-testing and stakeholder/user insight. I also undertook tree-testing and navigation usability testing, making recommendations based on the insights gathered. 

Combining business and user needs

Designing components that could be used to: 
- Cross/up-sell energy products outside of the standard supply
- Increase the number of leads from large corporations & cities
- Showcase EON as a credible energy partner for large corporations & cities

Education about products

A selection of components that can be used to educate customers about products and services, via videos about the products, via the ability to download resources or via the ability to easily compare similar products to each other to reduce decision friction.

Social Proofing

A selection of components that can be used for quotes & testimonials from customers and industry experts to showcase EONs trustworthiness and credibility. 

News & Articles

A selection of components that can be used to build a content blog about innovation and industry news suitable for the business customers, and social/PR content and energy advice for residential customers.

I consulted with the content strategist & UI designer to put together guidelines for the templates and pages to enable EON content teams to create consistent copy & designs across different pages within the site.

I took part in weekly check-ins with the developers to discuss the functional requirements for the components, before finalising designs and writing technical specifications. 

I contributed to the creation of the page templates alongside content writers.

Promoting products

Pages that educate the customers about their energy products and services, showcasing innovative products, benefits, service of EON, costs and ease of purchase, with some product pages tailored around specific personas (i.e. eco-conscious or personal comfort).

Showcasing EONs credibility

Pages that inform the business customers of how other businesses have benefited from EONs products and service, including case studies and testimonials from a variety of different scales and industries.  

The content chosen also helped businesses to identify which solutions may or may not be suitable for them based on the scale and types of businesses used in the case study (insights from user testing).

Energy solutions by user goal

Pages which enabled the (business) user to search for the solutions they needed, by the problem they needed to solve or goal they needed to achieve, as opposed to searching by product which they often are unfamiliar with (which is a habit discovered through user research).