Tangent provides digital support to reach the optimal customer experience for UK Power Networks, a company distributing network for electricity, based in London, the United Kingdom.
As UK Power Networks’ digital partner, Tangent is working to deliver a new responsive website that helps domestic and commercial customers request services and/or track a power outage situation. Following a thorough discovery phase where Tangent established customer needs for initial key journeys, they applied service design thinking to provide a better digital experience when engaging with UK Power Networks. The AA accessible design includes a number of useful digital tools, such as a power cut map, a power cut live tracker and online forms.
When it came to requesting a service, it became clear through research, conveyed by Tangent, that they had to provide very different journeys depending on prior customer knowledge and experience with the service. Commercial property developers for instance didn’t need as much support as a domestic user requesting a service for the first time.
Tangent broke down each step of the online user journey and mapped out distinct customer flows for each group. The flows also built in logic that helped identify which form a customer needed to fill out – from a list of 25 – by simply asking 3 screening questions.
Tangent created interactive wireframes that mapped out the full user flows, inputting content to conduct user testing and validate further requirements.
Having previously used dark colours and orange in its creative, Tangent injected some vibrancy into the UK Power Networks palette, experimenting with the use of iconography, illustration and asymmetric layouts before settling on their chosen design route.
The utilities sector is not renowned for quality visual design, so it was their aim to design a responsive website that is as beautiful as it is useful. This was achieved through a contemporary layout, subtle animations, clear CTAs and a logical content hierarchy.
Tangent’s comprehensive style guide outlines the grid, use of typography, colour palette, CTAs, iconography as well as paddings and margins. Getting these key decisions made and formalised enabled consistency of design both now and in future additions to the site.
Thanks to the research Tangent carried out to observe the demands better and the work by Tangent, UK Power Networks’ digital appearance has been optimized.