Smart Energy GB is the independent, non-profit organisation that helps households and small businesses across Great Britain to understand how smart meters can benefit them, their families and the environment.
Bringing an established brand into a modern website
Smart Energy approached us to bring a modern aesthetic to their web presence whilst improving the Click Out To Supplier metrics. To understand what parts of their current site was falling short, we ran a thorough audit to break down its core issues.
Product wide audit
To understand the core issues, we dived deep into the data. From Hotjar to internal dashboards that gave us understanding of common drop offs, scroll depths and hypothesis validation. Upon delivering our findings across desktop and mobile, we then began design process with an understood mission to increasing conversions company wide.
A redesign that enables their internal teams to build quickly with 2x new custom design systems.
These issues varied in priority across Brand and Narrative, UX, UI and Conversion with differing importance categorisation.
To ensure as high of a chance of improving the Click Out To Supplier, we addressed the obvious to the hidden code based issues.
A Domestic, Micro-business and press centre site that relied heavily on a templating system.
Custom Atoms, Molecules and Organism design system from scratch. Designed for scalability and development templating.
Design systems that scales across company’s Domestic and Micro-business propositions.
Tested extensively for usability, SUS scores and more for their existing site vs the new site on desktop and mobile.
We worked closely with marketing, brand, web, development and data to achieve a company wide outcome.
Accessibility at the forefront of design decisions
Smart Energy required a spotless WCAG AA delivery to match their nationwide audience. Our priority was to ensure that we carried over enough existing brand language whilst elevating components and typography usage throughout.
The existing website has the resources, but little in the way of finding them. We streamlined their navigation, reintroduced a functioning footer, heavy content navigation and more. To ensure users understood what Smart Energy’s mission is, we included narrative driven sections to their homepage and campaigns.
Existing website analysis
Content was blocky, non descriptive and misaligned, leaving an outdated and template aesthetic to the brand. The Content Hubs were surfacing all content, but not in a categorised and digestible format for users to explore.
We ensured the introduction of an explore page feature and categorised headers for each unique content section, resulting in users engaging and exploring with the site’s information further.
Navigation rework
To enhance the existing experience, we focused on removing duplicated navigation components, adding contextual support copy so users could know what to expect prior to clicking and adding smooth interaction design to match the energy of the company.
Testing proved these changes across desktop and mobile to be highly effective in assisting users to discover content with ease.
Consistency across conversion touchpoints
Throughout the existing site, our audit found inconsistent copy across conversion components, inconsistent usage of banner placements, footers lacking in functional site navigation and more.
To address this, we reworked the in article and campaign banners to have clear, consistent and concise messaging, whilst giving it enough room to breathe. The data showed that many users were getting to the bottom of high content pages but not going further. We introduced a new section that lives permanently just above the footer that enables users to click out as per previous footer usage, whilst retaining site navigation UX in the new footer.
- Smart Energy’s Domestic, Micro-business and Resource Center websites all updated with modern design systems across 224 pages.
- 100% audit issues resolved across Brand and Narrative, UX, UI and Conversion metrics.
