OVO Energy
Research, design, content writing and delivery
When I rejoined OVO in 2019, I first worked in the Digital Support Experience (DSE) team, where we built a new Help Centre, improving self-service rates and decreasing call volumes in customer service.
Our mission was to provide customers a best in class digital support, so whenever they need assistance, they are able to achieve a resolution at lowest cost to OVO, while we keep customer satisfaction high.
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Design activities:
Research, data analysis and user testing
Information architecture
Workshops
Content design and writing
Visual & interaction design
Managing a copywriter and a UX design trainee
Developer support
Made in 🖌️ Sketch, Invision, Google Sheets, Docs and Slides
Outcomes
By gaining a deep understanding of the problems customers are facing while using OVO’s services, it enabled us to provide the right content and tools to help them.
Over 6 months we rebuilt OVO’s Help section improving self service rates by 16% and delivered over £500,000 in value (forecasted in annualised value for 2020 was over £1million).
How we started
First I reviewed the existing help content and its usage data, previous user testing feedbacks, researched competitor websites for industry standards and best practices. It became clear that the existing Help Centre and its content has many flaws and usability issues.
We also did:
Understanding main contact drivers in call centre and operational backgrounds, pain points and constraints.
Identifying problems in the online account experience by analysing user feedback on Usabilla for our legacy and new account systems.
FullStory testing and analysis on existing products to understand customer behaviours.
Building a content inventory from existing Help content.
Building a new Help Centre
After understanding the main problems, our primary focus was providing the best possible content that enables customers to solve their problem easily on their own.
We needed better structure, better discoverability and better readability. We aimed to write accessible, inclusive copy for the literacy level of a 9 years old and followed other GOV.UK recommendations to write well for the web.
So we did:
Full audit on existing content and analysing usage data to decide what’s worth keeping or rewriting.
New information architecture including card sorting and qualitative user testing on proposed IA.
Gap analysis and content requirements.
Workshops with contributors and educating the business about web optimised content.
Researching, fact checking and proof reading articles across different touch points.
Writing new articles for missing content to fill in the gaps.
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By the time we finished we had over 250 web optimised articles in our inventory.
New design for our new content
I also did a new visual design for the Help Centre that supported readability and discoverability and built an Invision prototype for testing.
My new design was supporting different user behaviours and journeys and offered clear layouts and article templates for better usability.
