British Gas
As a Lead Product Designer within the Home Services team at British Gas, I focused on digitalizing key product features related to home appliance cover. The objective was to optimize existing user flows, drive adoption, and improve self-service capabilities.
Key Achievements at British Gas
Digitalization of the Home Appliances Cover Journey:
Designed the full journey for purchasing home appliances cover, from initial marketing emails to post-purchase management.
Created targeted user flows that invited both existing and potential customers to purchase or upgrade their cover types.
Developed UX Strategy:
Defined UX strategy focused on quick wins, improving essential journeys, and aligning design decisions with business goals.
Used analytics tools to track user journeys. Conducted journey mapping and heuristic evaluations to identify usability issues, friction points, and optimisation opportunities.
Personalized Marketing Integration:
Designed user flows that linked marketing emails to relevant product pages, enhancing the connection between promotions and platform actions.
Self-Service Enhancements
Developed a centralized dashboard to improve access to policy details, renewals, and payments, leading to faster task completion.
Approach:
UX Strategy Development:
Established a UX approach focused on quick, high-impact improvements without extensive research overhead.
Prioritized efforts based on business objectives, technical feasibility, and user pain points.
Journey Review & Heuristic Evaluation:
Conducted end-to-end journey reviews to assess areas of confusion and inefficiency in policy management, cover purchase, and payment flows.
Applied heuristic evaluation principles to uncover navigation issues, form usability problems, and content clarity gaps.
Data & User Insights:
Used Adobe Analytics to track user journeys, identifying drop-off points in the purchasing and management processes.
Leveraged UserZoom to review existing user sessions, observing real user behaviors and pain points.
Consulted customer support feedback to understand frequent user complaints and prioritize solutions.
Design & Prototyping:
Created high-fidelity prototypes for new dashboard layouts, payment flows, and onboarding improvements.
Validated designs through internal reviews and feedback sessions with stakeholders.
Design Solutions:
Digital Cover Journey:
Designed a step-by-step flow simplifying cover selection, reducing confusion for first-time users.
Included predefined package options and customization features to suit varying customer needs.
Restructured payment forms with contextual hints and improved field layouts to minimize entry errors.
Dashboard for Policy Management:
Developed an intuitive dashboard that allowed users to view, edit, and renew covers quickly.
Incorporated clear call-to-action (CTA) buttons to facilitate policy updates and appliance additions.
Personalised Marketing Integration:
Created user journeys that connected marketing emails with relevant platform pages, improving conversion rates for cover purchases.
Self-Service Enhancements:
Improved navigation and feature visibility to increase self-service adoption for policy management and payments.
Results & Impact:
Improved Policy Management: The redesigned dashboard enabled faster task completion for policy edits and renewals.
Higher Payment Success Rates: Optimized payment flows reduced transaction errors and improved completion rates.
Enhanced Marketing Engagement: Personalized user flows resulted in increased cover purchase conversions from email campaigns.
Increased Self-Service Usage: More users utilized self-service features, reducing dependency on customer support.
Positive Internal Feedback: Stakeholders appreciated the user-focused solutions that aligned with business objectives and improved customer satisfaction.