Airtricity / Self-service for a growing customer base
Airtricity is Ireland's fastest-growing energy supplier, having expanded its customer base by over half a million since 2009. This phenomenal growth meant they needed to seriously overhaul their online self-service offering.
What we did
Research: To design good self-service, you really need to understand the nitty gritty detail of customers' accounts and questions. So we talked to call centre staff, shadowed about 50 live calls, surveyed over 1,000 website visitors, interviewed customers directly in our studio, and user-tested design prototypes.
Interaction and visual design: We worked collaboratively with Airtricity's web team and customer support team to completely rethink their core account management functionality of billing and meter readings. Account management is always more complicated than it initially seems, in part because there are a wide range of account variations that require novel design solutions. The goal was to make accounts and bills seem simple without eliminating detail and depth.
We used a similar collaborative approach to redesign their FAQ section, focusing on driving customers to key support questions, and implementing novel email and phone aversion designs.
Content strategy: To cover questions for customers from both Northern Ireland and the Republic, we needed to write over 400 FAQ items. We built a semantic system that allowed the FAQs to relate to each other dynamically. We also defined an editorial workflow with Airtricity to manage the huge amount of content production required.
Development: We built, customised and integrated our new templates into Airtricity's existing CMS. This included rebuilding online search, integrating with Google Analytics to build dynamic "top FAQ" lists, and defining a system to generate truly useful related content.
Service design: We facilitated workshops with Airtricity to create a customer service blueprint, worked with them to define a new customer experience, and together designed and crafted content for online and offline customer communications.
Airtricity is Ireland’s largest and fastest-growing energy supply brand, supplying over half a million domestic and commercial customers with cheaper gas and electricity services. Airtricity is also Ireland’s greenest energy supplier – 24% of the electricity it supplies is generated from renewable sources.
Services for this project
- Service design
- Web strategy
- Interaction design
- Content strategy and production
- Visual design