SSE Energy grows conversion 200% with enhanced CX

We work on-site with SSE's team every week. We're truly embedded within the digital department to build understanding and to have a greater influence on the organisation's ways of working.

To give a snapshot of this collaboration, to date we have:

1. Run workshops with senior stakeholders to establish and evolve business objective and KPIs.

2. Assessed SSE for digital maturity so we could establish development opportunities. We have trained and mentored the design team in all aspects of user experience.

3. Worked alongside the team to manage and support a roadmap of tactical projects, running lots of research to provide actionable insights into (a) the acquisition-focused website; and (b) the online account area.

4. Introduced and executed collaborative design sprints, working alongside the design team and business stakeholders to run through phases of Discovery research, concepting, guerilla testing, prototyping, and usability testing.

5. Helped develop testing strategies for SSE's A/B and multivariate testing programme.

6. Developed personas to represent customers and helped embed these into the business, based on the vast number of research sessions we've conducted.

7. Worked collaboratively to develop a design pattern library to improve the consistency of design across projects and make the team more efficient.

A better experience for everyone

With an ageing customer base, SSE is embracing inclusive design and working hard to deliver an accessible service to all its customers alike.

SSE's online sign-up journeys represent the most important and profitable user experiences on its site. 

For this reason, Inviqa and SSE used the series of high-profile, sign-up journey design projects to kickstart the organisation's accessibility journey.

These initiatives provided the ideal opportunity to conduct a full review of the organisation's digital design patterns and style guide to ensure web accessibility was baked into everything. 

Designing for all was the core message communicated through the new design principles, which resulted in significant changes to the core brand colours and colour hierarchy to meet accessibility contrast guidelines.

After implementing the new design principles and other technical and usability measures identified through a dedicated accessibility audit, SSE set about conducting accessibility testing with real customers to drive out further improvement opportunities. 

In this way the organisation is successfully establishing a culture of accessibility, ensuring accessibility is baked into product designs, and educating internal stakeholders on the importance of catering to customers with accessibility needs.

Easy meter readings

SSE was keen to create an app that made it easier for users take accurate meter readings and easily access their bills and information on their energy usage.

We supported the product design and usability testing process, which included:

• An initial feature prioritisation workshop

• 5 design sprints, including an initial Discovery sprint assessing other apps (both within the energy market and beyond)

• 3 rounds of user research

• An accessibility audit

SSE now has a comprehensive app that makes it easy for SSE customers to access all their essential information and submit meter readings.

One of our favourite features is the automated meter reading. Customers point their phone at their meter, which automatically turns on their phone torch for a brighter picture.

The app will then automatically take the reading without any manual entry.