Relaunching the HomeServe.com customer experience
Project Overview
Problem Statement
HomeServe’s current digital experience is outdated and doesn’t sufficiently deliver a customer centered experience. HomeServe.com is currently focused on promotions, diluting insurance products and service offerings.
What we did?
We aimed to Shift HomeServes digital assets to Self-Serve Digital Channels to increase user purchase conversion rates. We took a customer-centered approach that creates better purchase experiences.
Proposed approach
Our approach was to enhance the customer experience through research. We took a test & learn approach as well with incremental product releases will allowing us to quickly test our output with real-life users.
Project Duration
3 MONTHS
My Role
UX Designer
Deliverables
Wireframes
Clickable Prototype
Phase 1
tactical improvements
The first step is to identify the tactical improvements that can be made to drive immediate impact. It also ensures a user can move between all of the website’s digital estates until the new design & migration have been executed.
Steps
- Heuristic evaluation
- Performance analytics
- Eye-tracking analytics
- Identify Quick wins
Quick win Recommendations
- Move important contents above the fold
- Visual Importance for sales CTA’s
Phase 2
Redesign Experience
A fundamental rethink of how missing techniques can be used that make the Homeserve.com experience more compelling resulting in conversion addition to the quick wins in the first phase.
Discovery Workshop
Workshops were held with 3 groups and each session used the following structure.
Purspose
- Develop a shared understanding
- Top tasks identification
- Capture ideas
- Important for HomeServe & customers
- Gain a combined vision
Competitor analysis
We looked at a defined range of competitors within the HomeService operating areas & conducted some gap analysis.
Key themes uncovered
- Build customer trust in a number of areas
- Easy switching between providers
- Get cover quickly in an emergency
Information Architecture
Card sorting workshops helped to uncover the structure, navigation & also helped to identify what customers need.
We recommended mega menu navigation that would provide a robust flexible alternative to the current dropdown menu system.
Focus for MVP
We focused our approach on our initial 3 key users journeys which would be extended to 6 total user journeys.
Customer journeys
- Product purchase journey
- Product claims journey
- Book a boiler service journey
- Onboarding journey
- Renewal journey
Prototyping & User Testing
Card sorting workshops helped to uncover the structure, navigation & also helped to identify what customers need. We recommended mega menu navigation that would provide a robust flexible alternative to the current dropdown menu system.
Wireframes
Mobile & Desktop prototype user testing
Visual design and iteration
A customer-centric approach that’s a simplified easy to use digital experience that drives a better purchase experience for the customer a drives better ROI for HomeServe.
Testing findings were recorded into a list and prioritized and the high priority feedback was included in the visual designs. The remaining items were recorded for backlog improvements.
Future Scop
Chatbot
There are a lot of benefits related to having a chatbot. New advancements like NLP and Machine Learning, which make the bot more intelligent and perform more tasks.
• 24/7 accessible and can funnel leads through to different channels
• Conversational UI makes handling customers problems more dynamic
• Automation of repetitive work helps to reduce the workload and save costs to the business and time at call centers
Voice Assistance
Voice provides a natural way to interact and it’s another new interface that we must design for and deliver on to keep up with technology and expectations.
An interface that doesn’t force users to learn and recall specific commands or methods of interaction creates less friction.
