UX Design
Digital Service Redesign
Role: UX designer | Date: Jul - Sep , 2024
Brief
Following with the previous research session, we've identified the current Change of Tenancy (COT) service offers limited self-service options with unclear entry points. This has led to increased traffic and significant backlogs in non-digital channels such as telephony and email. To address these challenges, we recommend initiating the following steps:
Enhance Website Content: Revise and organise the 'Moving Premises' section on our website to provide clear, concise, and accessible information. This will guide customers more effectively through the COT process.
Develop an Accessible Online Form: Implement a user-friendly online form to facilitate the COT process.
This digital solution aims to increase the completion rate of online journeys and to improve conversion rate from landing page CTA, thereby reducing reliance on non-digital channels.
Outcome
87%
74 %
32 days
Of our customers are diverted from non - digital channel to digital
increase of our landing page click through rate
reduce on our SLA in the back office
Co creation Workshop
22 fields are required for customers to manually fill in
Our initial self serve service is missing the API connection, clear entry points and transparent communication to manage the expectation. SSE is asking customers to fill up 22 fields and some of them are pretty basic.
Therefore...
Fields Prioritisation
We organised a workshop with business stakeholders to gain deeper insights into how the COT team prioritises customer information from the perspectives of sales, back office, and management. We invited all stakeholders involved in the moving premises service to participate and help us understand their collaboration processes.
We have agreed on
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Streamline the form to 12 inputs and only ask for what is needed
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Separate the entry point for small business (SME), Major business(MBS) and Third Party intermediaries(TPI)
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Update the landing page to make the information about moving premises clean and concise
Self Serve Service Redesign
Start from landing page, we split customers in two different direction based on new and existing customers. While the new customers will remain on public website and complete a form. We would be able to drive existing customers into their portal and submit their requests in just few clicks.
Digital Move In Redesign
Landing page
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Provide only essential information required for moving premises.
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Restructure the website to create clear and distinct entry points for each customer type.
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Highlight relevant FAQs to assist customers with any questions they may have.
Landing page prototype
Move in journey
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Retain only the mandatory fields on the form.
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Tailor the copy to focus exclusively on one customer type at a time.
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Establish clear guidelines for customers to follow.
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Automatically verify the accuracy of the provided information.
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Send a confirmation email after receiving the customer's request.
Move in prototype
Digital Move Out Journey
An existing customers would be able to submit their move out requests through their portal. By linking to the national data based and internal backend system, we would be able to pre populate most of the customers information.
User Flow
A progress bar is designed in the layout to manage customer’s expectation for the next step
Customers can choose and preview their selection before they go through the journey
Customers only need to provide a move out date and final meters information to submit a request
Customers would be able to review their information before submission to avoid any typo
A confirmation email will be sent out as a proof of customers’ submission
Move out prototype in customers portal
Performance Measurement
COT Monthly Tracker
The new design was launched in early September 2024, and the email channel for COT submissions was closed in October 2024. Since then, we can see a significant increase on form submission
Online Submission
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We have diverted 80 % of customers from non digital channel (email/telephony) to online journey
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Increase 74 % of landing page click through rate
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Decrease 52% of abandonment rate for the online submission
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Reduce the online submission completion time from 20 mins to 7 mins
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Since we have consistent channels for moving premises with energy suppliers, it also increases business working efficiency. The SLA has successfully coming down from 44 days to 12 working days
Move in customers form submission
Move out customers form submission