Overview

Shell Energy supplies gas, electricity and broadband options to consumers and businesses across the UK. In 2020, a key business goal was to grow the customer base for the broadband division. As the only designer in the growth squad, I lead the team to achieve this goal.

Process

Firstly we needed to identify any problems or opportunities in this space. To find these, I ran a workshop with my team where we mapped out the current broadband journey and tried to pin point and identify frictions/frustrations that users may have. This gave us an insight into some potential places to start.

We then took the time to dive into some data analysis tools such as Hotjar & Fullstory, this is where we noticed a huge 28.4% drop off rate on the plans page. This page listed several broadband plans at different prices.

Initial assumptions from the team was that users were dropping off on this page due to pricing, we knew we wasn’t the cheapest alternative & it was a common pattern along other e-commerce sites.

I took the opportunity to get data and feedback from real users to back up the analytics we were seeing. To start, I sent out surveys to our current customers, and conducted a handful of moderated user tests over Zoom.

Interestingly enough, results from the user tests showed that the drop off rate wasn’t solely down to pricing, users were confused with which plan was right for them. The current journey used a lot of internal jargon such as ‘Full Fibre, Ultrafast Fibre and Ultrafast plus’.

Solution

After competitor analysis and ideation between the team we landed on a solution. ‘Help me choose’, was a concept inspired by the feedback we received from users frustrations with not knowing what is right for them. It aimed to show plans with more humane language and suggestions dependant on how broadband is often used in a persons home.

Impact

After several iterations, we A/B tested the solution live and found a 6% increase in conversion on the updated journey. This helped to grow the user base for broadband and exceed the business goal that was set for that year.