Services
Product Strategy & Innovation
UX + UI Design
UX Research
Team Augmentation
Design Ops
Company size
3000+ employees
Overview
For customers, part of the appeal of signing up for services with a multi-product retailer is the convenience of being able to manage multiple services in one place. As a vendor of both energy and telecommunications (telco) services, AGL aspires to deliver this convenience for its customers. However, within areas like payments, the customer experience sometimes fell short. Direct debit set-up and management was identified as a particular customer pain point.
The problem
User feedback had exposed numerous issues in the direct debit space, but the main one centred around how users with multiple services would set up direct debit. The existing setup involved separate payment gateways for AGL energy and telco services - a technical constraint meaning payments for the two types of service were being handled by separate systems.
Users wanting to automate payments for both energy and telco services would need to set up a separate direct debit for each contract. Users were setting up a single direct debit and thinking this would apply to all their bills - a misunderstanding resulting in missed payments and late fees.
Outcomes
Journey mapping
Customer lifecycle
Understanding all the problems in the direct debit space required mapping all stages of the customer relationship from joining to leaving. ‘Touch-points’ where direct debit is setup or managed were noted.
User flows
For each ‘Touchpoint’ detailed user flows were captured. User pain points were correlated with their position within the lifecycle and user flows.
Opportunities
The framework was used as ideation media in a workshop driven by the consultant. Here, possible improvement opportunities were identified.
Opportunity prioritisation
Assessing impact and size
We collaborated with the wider team to evaluate identified opportunities, estimating the likely likely benefit to customers and size of development effort.
Quick wins
Some measures that would dramatically improve user’s direct debit setup would take a lot of time and investment to implement. Priority was given to ‘quick wins’ which would benefit users sooner.
Waterline assessment
A waterline assessment of all the identified opportunities determined which features could be achieved within the available budget and team capacity - this informed the initiative scope.
Solution design
Unified direct debit management page
Direct debit setup and management flows were redesigned with a unified interface for AGL energy and telco services. The user experience was streamlined, now bringing users to a single hub from which they could manage their various direct debit settings. This approach left no room for the confusion which had previously led users to miss set-up for some of their accounts.
Uplifted account settings and wallet pages
The My Account settings page was revamped to provide users contextual alerts to highlight any accounts not set up for direct debit. Content and UI changes were also made to the My Wallet page to alleviate common misunderstandings of the scope of the wallet and its relationship to direct debit.
Native app direct debit experience uplift
The Exo Digital consultant also provided UX support to uplift the direct debit direct setup and management experience for the AGL iOS and Android apps, collaborating closely with the native app UX team to ensure a consistent cross-platform approach and involving native app developers early to ensure the preferred approach was achievable.
Delivery
Launch & learn
The consultant recommended a launch and learn approach to ensure that improvements could be brought to market as quickly as possible, but improved progressively with future releases. User testing and analytics supplied insights to inform future improvements.
User testing
User testing of prototypes was conducted using Maze in tandem with initial development so that any improvements identified could be implemented prior or shortly after initial release.
Analytics requirements
The consultant worked with the AGL analytics team to define robust analytics specifications to provide information on how users were interacting with the new experience and flag any pain points.
Explore case studies
Work with us
We love to work with businesses who have problems we can help solve. Find out how we can help you achieve your business goals.
Get in touch today
