Iberdrola · All at hand
We proposed to Iberdrola to improve the mobile experience of their website.
The research identified several areas to address, with a particular focus on User Self-Management.
In this case, we evaluated the insights, improvements, and proposals for functionalities (MisGestionesOnline and MiÁreaCliente).
ONBOARDING
Before continuing:
· MAC: Mi Área Cliente. A space for registered customers (login required) to manage contracts, personal data, contact points, etc., in detail.
· MGO: Mis Gestiones Online. A platform for customers, whether or not they are registered with MAC, to handle less detailed and more basic processes.
We started with a parallel approach, conducting an Audit, Web Mapping, Heuristic Review, etc., to establish a solid foundation of research, benchmarking, and a comprehensive overview.
OBJETIVES
- Improve user NPS (Net Promoter Score)
- Designed for users with low technological proficiency
- Improve product and service acquisition
- Attract new customers
- Prevent pain points and abandonment
- We want users to use MGO as little as possible, with their usage transitioning to MAC
- Reduce customer service calls
SOLUTION
- We restructured and redefined the scope of different functionalities to achieve smoother and more linear navigation, ensuring the user doesn’t get lost in the journey.
- Heuristic Analysis & Benchmarking
- Prototyping
- Full website re-evaluation
CRAFT
- User-Centric Design
- Usability and User Experience
- Careful and Pixel-Perfect Design
- Business-Oriented Approach
- Scalable Design
- Technologically Feasible Design
- Figma
- Miro
- Notion
- Adobe After Effects
RESEARCH
Some techniques we use to scan the market
Hypotheses and conclusive findings with the proposals
- Excessive reading overload makes it difficult to understand product offerings.
- Restructure sections to facilitate a fluid understanding.
- Some contradictory messages may cause users to prefer contacting support rather than continuing online.
- Review copy and CTAs to ensure a clear, linear journey.
- High user abandonment rate on pages not optimized for mobile format.
- Ensure all formats are mobile-friendly to maintain a consistent, coherent, and comfortable design.
- Comparators, recommenders, and tariff simulators are critical for these types of products. At Iberdrola, these features are missing in many plans, and where present, they are difficult to use due to lack of mobile adaptation.
- Add functionalities for comparison and recommendation (with mobile adaptation) across all service offerings.
- Visual design inconsistencies (hierarchies, spacing, uneven flow, etc.).
- Adjust and enable users to intuitively understand, almost without reading, the actions they can take on any page. Unify interaction patterns| Standardize typographic weights | Define the use of color foundations.
PROPOSALS
We concluded that MGO needed to act as a hook to redirect users to MAC. To achieve this, requiring a login was no longer ideal.
We took inspiration from the iOS functionality that allows a «Lite View» of a file with a single click + spacebar. Naturally, this required restructuring the Mapping.
Essentially, we decided to reduce MGO processes to the minimum viable level, making it a Lite version of MAC. This allowed users to access basic actions and, if they wanted more in-depth management, they would be redirected to MAC and required to log in or sign up.
· MGO is for VIEWING, where the user only needs their bill to access.
· For ACTIONS, users are redirected to MAC, which requires login credentials.
PROTOTYPING
In the prototyping phase, we restructured the MGO mapping to standardize interfaces, sections, and navigation models. We also added new functionalities and essential yet useful user insights, such as a Customer Satisfaction Survey that appears 3 seconds after completing any action, offering the option to download the app and use MAC.
To accommodate the large number of elderly users, we only asked for essential data, which is already on the invoice. For users who wish to delve deeper into the process, login credentials are required to access MAC, ensuring a balance between easy access and security.
CONCLUSIONS
When there is much to communicate, achieving simplicity is an art. In this case, the team realized we needed to rethink the direction of improvement so that, in the end:
· The essence of the functionality is preserved. Taking a couple of steps back to do it better.
· Both sections are clearly defined, making it easier for users with low technological proficiency to understand.
MGO and MAC are the perfect example. They were very easy to confuse. That’s why we decided to refocus and take a step back to refine each to their essential function. This approach also improves scalability for the future.
