CLIENT

Lumo Energy

MY ROLE

Art Direction
UX Design
UI Design

SUMMARY

I led the UX and design for Lumo Energy’s MyAccount website used by over 1 million Australians

PROBLEM STATEMENT

Lumo had a significant amount of calls from customers that the navigation of their MyAccount portal was overly complicated and not user friendly. Support teams would get inundated with daily calls from customers struggling to locate their desired information. I worked to unpack the problem and researched their callers to first reframe the problem space and propose relevant solutions.

Project Goals

Become the fourth biggest energy retailer in Australia

Establish trust and credibility through excellent service

Create a loyal customer base with low monthly turn-over

Reduce calls made to the call-centre that pertains to issues with using MyAccount

Differentiate from competitors through innovation of products and offerings

APPROACH

Working with the project team, we provided clarity of customer needs, motivations, pain and delight points with the application. Using researched founded from our engagement with customers, we were able to develop a clear strategy that enabled the organisation to understand and deliver initiatives that meets the needs of their diverse customer base.

Working in conjunction with Brand Marketing, we revamped the existing portal to enable customers to self serve — creating a design language that worked seamlessly across multiple devices and complemented the mobile application.

Research Methods

Customer interviews

Market research analysis

Prototype testing

Information Architecture

Persona

Competitive Analysis

Key Focus Areas

What are the key features that customers are most interested in using?

What’s most important for a great MyAccount experience?

How important is customisations when using a meter-reading tool?

Are there any key functionalities missing for you to confidently use MyAccount without calling the call-centre?

Lo-fi prototype feedback

Customer Mindsets

On synthesising our customer research we could define 2 key MyAccount mindsets

The Customiser

"I love how I can personalise MyAccount"

The customiser wants to make a decision on every component of how they choose to use MyAccount to reflect their personal preference.

Tracking their usage during peak/off peak hours and saving that as a ‘favourite’ is paramount to the success of the launch.

The Saver

"I want to see how I can reduce my bills"

Convenience and ease of use are important to the saver. They want to see at a high level their energy usage for the month and view previous invoices.

65% of our target audience fall in this camp and are not too interested with personalising their experience.

Learnings

Simplicity is strength

As a designer, we are often lured by attractive, trendy and out of the box designs. However, we must always remember the ‘why’. The primary goal is to understand the user, their problems and then come up with a design that solves it.

NEXT PROJECT

Transurban