Modernizing the utility experience through human insight
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The Challenge
A major utility provider needed to modernize its digital experience to serve an increasingly diverse customer base. Their existing platforms had low satisfaction scores, inconsistent experiences across channels, and failed to meet the needs of customers across different demographics, accessibility requirements, and technology comfort levels.
AnswerLab’s Approach
AnswerLab designed a multi-phase research program that combined qualitative discovery interviews, contextual inquiry sessions, large-scale quantitative surveys, and iterative prototype testing across four distinct customer segments.
Segment-specific research
Tailored methodologies for each customer segment to capture unique needs and pain points.
Quantitative validation
Large-scale surveys validated qualitative findings and prioritized improvements by impact.
Inclusive design principles
Accessibility and equity were embedded into every phase of the research and design process.
Key Insights & Results
Digital equity requires intentional design
Different customer segments had fundamentally different mental models for managing their utility accounts.
Simplification drives adoption
Reducing cognitive load in bill management increased digital self-service adoption across all segments.
Business Impact
Quartile improvement in satisfaction
Customer satisfaction scores moved from bottom quartile to top quartile within 12 months of redesign launch.
Reduced call center volume
Digital self-service improvements decreased call center contacts by 25%.
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