Utilities services reimagined
Team
12 designers, 4 cities
Duration
6 months
My role
UX designer: research, wireframing, information design
Platform
Website and mobile app
In an attempt to achieve the Saudi Arabia’s 2030 vision of delivering world-class power services, the brief was to uplift the digital customer experience by revamping the brand presence and reimagining the services offered.
The outdated brand couldn't thrive digitally, so we developed a new brand identity, addressing challenges identified during our discovery phase. We positioned the services in the content website in a new, more informative and interactive light.
In addition, we orchestrated an omni-channel approach designed to deliver a seamless services experience for customers across multiple touch points. The goal was to ensure customers could effortlessly discover, apply, and pay for services without encountering any hassles.
Overview
The public website was outdated. Service journeys were complex and the digital channels were fragmented. The objective was to develop a mindset framework by considering the collective understanding of consumers’ attitudes towards energy.
The design team conducted stakeholder interviews and workshops to better understand customer challenges, brand presence and vision for the future. This was then followed by conducting a comparative analysis of utility companies and service offerings. both regionally and globally. The insights gathered concluded with a new design concept that took inspiration from utilities as well as non-utilities leading practices and trending themes.
The new design concept set a precedent for how residential customers, who account for 80% of the customer base, can discover, apply and pay for services seamlessly through an omni-channel experience.
The current landscape
Highlights from stakeholder workshops
“We have a lot of services, it’s very hard for customers to find information.”
“There is 5 clicks in the registration flow just to sign up. The journey is long and complex. Our target is to have consistency across all channels and reduce the steps in service completion.”
“The brand doesn't reflect who we are and our reputation.”
“We want to be able to build awareness and educate new users such as students, children, investors on sustainability and utilities.”
Experience drivers
We derived 6 key ‘experience drivers’ from the synthesis of our research.
Content website
We started simplifying the information architecture by the public website and came up with an efficient way to categorize and display different content types. We then defined templates and variations to build a system that will work across the board.
Services portal
We also tackled the post-login experience, where each feature, micro-interaction and data visualization element was crafted with the user in mind to help them understand and complete their tasks with ease.
What we learned about consumer attitudesImpact
We created a one-stop shop for all services that users might need in their day-to-day, all while simplifying the user experience. The dashboard is personalized with information energy consumption insights based on customers’ use.
As my first corporate project, I learned the workings of the project structure with different disciplines coming in together for a shared objective. I also had the chance to dabble in one of my interests — data visualization.
For the mobile app, the UX lead had to exit the project ahead of time. Since I had the most context about the project, I was given the responsibility to lead UX for the remaining sprints. Other responsibilities also included handovers to UI, aligning requirements with product and dev teams, presenting to clients, and delegating work to other team members.