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Switchd are an automated energy switching service, using an algorithm to check and compare the market with your current energy tariff to ensure you are paying the lowest prices possible based on your personal preferences and requirements.

Working in a team of 3 designers over two weeks, we were tasked with improving the usability and flow of the sign up process in order to increase conversion rates. We all contributed to each part of the research and design phase in some part however places where I contributed more significantly was the usability testing and creating and iterating the interactive prototypes when they were in the mid/hi fidelity stages.

Our process consisted of user interviews, an audit of and user test on the existing experience, competitive analysis, facilitating design studios with other departments at Switchd. We created 4 iterations of interactive prototypes with 4-6 user tests between each iteration. We found the information gathered by the user on the homepage gave them an insufficient understanding of the service they were purchasing. User testing proved that this resulted in a lack of trust, which caused friction and drop outs later in the process when confirmation was required.

Our solution involves focusing and prioritising homepage content. During the process of sign up and receiving a quote we changed the form order to an order that users found more intuitive and natural. This involved changing the point of account creation and providing additional features and copy to help users continue more confidently and fluidly through the process if they were unsure of any answers they were able to provide.