Sundsvall Energi is the largest supplier of electricity and district heating in the Sundsvall area. After Oh My developed their brand identity, they wanted to work on a new website to implement the new brand and improve the user experience and accessibility. The design was created to suit the Sitevision platform.
Go to live website ↗Process
The project followed the double diamond: first widening the understanding of the problem for their target audiences, then narrowing it down, before exploring and refining the solution.
Discover
- Internal workshops
- Interviews with private customers, business customers and non-customers
- Competitive analysis and trends
Define
- Insights and focus areas
- Prioritising what makes a customer sign up
- First draft of the sitemap
Develop
- Wireframes and user flows
- Continuous testing with users
- Iterations based on the feedback
Deliver
- Design system, icons and process illustrations
- Accessibility in focus
- Handover and updates in collaboration with Sitevision partner
The starting point
You almost need to be a technician to understand that website of theirs.
The website is nothing out of the ordinary.
I think you get too little information on the website.
Internal needs & user research
We need to be clearer about what we do. Talk more about the cycle! People in general don’t understand the whole picture.
I spent the first month of the project gathering user needs and insights. The tools I used were internal workshops to understand the role of the website in different contexts, qualitative research on Sundsvall Energi’s private customers, corporate customers and non-customers, competitive analyses and trends.
From insight to decision
01 Insight Price matters most
02 Insight Customer service
Both people in the Sundsvall region and in the rest of Norrland say that low prices matter most when choosing an electricity supplier. Another important aspect is that the supplier works well with environment and sustainability.
I contacted them about an invoice question through the website. The answer I got was satisfying, but it took them several days to reply.
I had a question about district heating and they were going to get back to me, but they never did.
This is why we created “Get your personal price”, to convert new electricity customers, both private and smaller businesses. Larger companies more often need a tailored solution, and they were also the ones most interested in sustainability.
Insights like these made us rethink the customer service part of the site. We made it more trustworthy and simpler, so that it answers as many questions as possible directly, and guides customers to the right person when they do need to get in touch.
Focus areas
- 01 A clear path to a personal price Price is what matters most when choosing a supplier, so getting a personal price and signing a contract should take a few simple steps.
- 02 Customer service that answers directly Answer as many questions as possible on the site, and guide customers to the right person when they do need to get in touch.
- 03 Explain what we do, step by step Make the services and processes easy to understand, from the district heating cycle to what happens after an order.
Prioritising & structure
Final site structure
Wireframes & testing
I created wireframes and we continuously tested on users to make iterations in the process. Once we had defined the user flow, it was time for the design phase.
Design system and UI design
I designed the website by creating a design system based on their brand and extending the identity to the digital environment by producing icons and process illustrations.
Accessibility & delivery
A project where we put the customer and accessibility in the main focus through an iterative process of testing. After delivery to the developers, I worked closely with the team for updates according to Sitevision guidelines.
