Simplifying comparison,
building confidence in purchase
Choosing an energy plan & provider is something many Texans encounter every year. With many options available & complex pricing structures it’s difficult to understand what option will best fit their needs. Their choice in plan/provider can significantly impact their monthly expenses.
Purpose
Goal
Help users make a confident decision. Ensure they are satisfied with the product of choice after their first month of service and first bill. Providing the right information at the right time will increase conversion as well as return visitors the next time they move or switch.
Baseline desirability & usability testing, wireframe & design iteration usability testing, follow-up baseline desirability testing & A/B testing against the champion experience to quantify success. Conducted through quantitative surveys, unmoderated testing & moderated 1:1 user interviews.
Method
Facilitated a researched kickoff, multiple touch-points to align on testing strategy & questionnaire, team members included in user interviews and final read-out of findings & recommendations.
Process
Key findings
Valued marketplace
Users appreciate the ability to compare plans from multiple providers in one location.
Key information
They make a decision based on the price,
brand trust & customer ratings/reviews.
Recommendation impact
Recommendations are helpful, but they want
to explore all options available before deciding.
Card structure should be consistent across recommended plans & all the all plans list.
Structure inconsistencies
Filter expectations
Filter functionality above the cards will need
to reorder all plans including recommended.
Displayed additional results
Load more functionality is preferred over
pagination to display additional plans.
Impact
Mobile Performance
+24% increase in visit conversion
Desktop Performance
+17% increase in visit conversion
Customer Satisfaction
Increased from 4.0 to 4.6 / 5.