Summary
Gas South, a leading natural gas provider in the Southeast, aimed to improve its enrollment process to enhance customer experience, update design aesthetics, and increase conversion rates. We were tasked with redesigning the enrollment process to achieve these goals. This case study outlines our design approach, solutions, and outcomes.
Objective
• Simplify the enrollment process: Reduce steps and minimize
cognitive load.
cognitive load.
• Improve user experience: Enhance clarity, feedback, and
overall usability.
overall usability.
• Increase conversion rates: Encourage more customers to
complete the enrollment process.
complete the enrollment process.
• Update design layout: Develop a more modern look and feel
with a new user-centric design
with a new user-centric design
Design Solution
Simplified Enrollment Process
We reduced the enrollment process from 7 steps to 4, minimizing cognitive load and streamlining the user journey.
Service Details: Users provide service addresses and other relevant details.
Plan Selection: Users choose their plan and rate type.
Account Setup: Users create an account and provide basic information.
Review and Confirm: Users review and confirm their enrollment details.
A/B Testing
To validate the effectiveness of the redesigned enrollment process and identify areas for further improvement through A/B testing and iterative design.
Test Metrics
Conversion Rate: The percentage of users who complete the enrollment process.
Abandonment Rate: The percentage of users who abandon the enrollment process.
User Engagement: Measured through metrics such as time on task, click-through rate, and scroll depth.
Results
The redesigned enrollment process launched in 2023, and the results were impressive:
Conversion Rate Increase: 25% increase in completed enrollments.
Abandonment Rate Decrease: 30% decrease in abandoned enrollments.
Customer Satisfaction: 90% of users reported a positive experience with the new enrollment process.
Conclusion
The Gas South enrollment redesign project demonstrates the power of user-centered design in improving customer experience and driving business outcomes. By simplifying the enrollment process, improving clarity and feedback, and iterating on user feedback, we achieved significant gains in conversion rates, customer satisfaction, and overall usability.
