There isn’t an easy way for those with lower middle income to find utility assistance programs. As the sole designer, I was responsible for driving the UX strategy and visual design.
Role
Sole designer
0-->1
End-to-end
Prototyping
Workshop facilitator
Individuals with lower-middle incomes seeking assistance with their energy bills.
It’s challenging for lower-middle-income individuals to easily find programs, access information about them in a respectful manner, and sign up for assistance.
The solution is designed to assist low-to-moderate income customers by first identifying individuals who qualify for assistance and then effectively showcasing the available support options.
The program is set out to help those in need of utility assistance. It is a solution offered by Oracle to all utility companies using its system.
The program is designed to assist those in need, but many are often unaware of it, unable to access it, or distrustful. The challenge is how can we create a compelling hook and incentive to join the program?
The problems we are addressing can be broken down as follows:
1
Users who are unaware of available assistance
2
Users who are skeptical of similar programs and may avoid seeking help
3
Finding users who are eligible
4
Users who require support with the sign-up process
We need to address each of the above problems. The solution includes a series of outbound emails targeted at utility users in lower-income brackets, leading to a survey and a 'program shop' to help them find programs tailored to their specific needs.
1
We begin with outbound emails featuring an engaging introduction to the available assistance.
2
A survey designed to assess eligibility while building credibility and earning trust.
3
A program shop tailored to their specific needs, ensuring they aren’t overwhelmed by irrelevant options. It is easy to understand, addresses their questions, and guides them through the application process.
As part of an agency, I collaborated closely with the Oracle team of specialists across various fields, including those with knowledge in the programs, sales and strategy.
I ran workshops with Oracle, where we walked through the user problem, the UX flows, and addressed the challenges.
User journey map
This project serves as a sales exercise aimed at persuading individuals to sign up for programs by providing them with relevant information. Given this objective, we needed to experiment and test various versions with users.
We user tested multiple elements, including the email hook, the amount of information necessary to establish trust, and the presentation of programs in the program shop.
An example of experimentation
User testing revealed some key insights.
1
Remove the splash screen between the email and survey. Users did not find it particularly helpful.
2
Users did not catch "long term" assistance programs at first; a UI re-design was in order.
3
We realized the need to build trust, so we added a 'searching for programs' page. This gave users the impression that we're thoroughly reviewing multiple programs, enhancing credibility and trust.
Based on user research, I was able to put together a list of guidelines for the solution.
Hook
Hook the user in to the funnel, to ensure that those who qualify do not miss out on assistance
Guide
Guide the individual through the process, so that they don't fall off before they complete.
Earn Trust
Build trust throughout the process to ensure we don't lose those who are eligible for assistance
Wireframes
Goal
We start by informing them that their bill is high, but could be reduced with the available assistance. This prepares them for the support we are about to offer.
Goal
With social proof, the hook and offering were made right in the email itself, to prod the user to see if there are programs that can help them.
Goal
The goal is to not only guide the user and prevent drop-offs, but in the process to earn trust.
Goal
During the qualification process, the system collects contact information to stay connected with users in case they disengage or to facilitate future communication.
Goal
The top of the Program Shop displays the programs that the system recommends as the best matches, making it easy to quickly find helpful options.
Goal
The system keeps you informed by listing every scenario, whether the program is available, unavailable, or not yet open.
Goal
The program information is displayed in a way that as they scroll, all their questions get answered.
Goal
The goal is to provide all the information needed to help hook the user to take the appropriate action - including social proof.
