UX Case Study
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NCEMC Dynamic CX
Project Overview
NCEMC, a generation and transmission utility company, wanted to expand its energy-saving program offering to more of their cooperatives. They also wanted the ability to offer different products and prices to their members based on their region. This meant that I had to redesign the customer journey and expand the functionality of their current online store.
The Challenge
I needed to build an adaptive website that is scalable for future offerings while still maintaining a simple customer experience.
Research Tools
Client Interviews
Similar Websites Functions Analysis
The Study
Develop key questions to ask clients about their members.
Test friction points with similar websites.
Qualitative Results
Key Interview Questions
What is the main goal you are trying to achieve with this update?
Answer: Add more coop branding to the website in an elegant manner (avoiding logo soup).
What is the most important thing to NCEMC and your coops?
Answer: Scalability and keeping each of the cooperatives at the forefront of branding.
Are you going to utilize the unique coop URLs from your marketing?
Answer: Cooperatives are responsible for their own marketing some do not use the unique URLs. Most members would find out about the Connect to Save program store through NCEMC’s main site/ advertising.
Do members generally know what coop they belong to by name? If not, would they be able to pick their region out on a map?
Answer: Many do not know their exact coop name but would recognize it if they saw a narrowed-down list.
Are there any friction points within in the current journey that I could optimize?
Answer: There seems to be some misunderstanding of what our Free Water Heater Control device is. Orders for this product are very low even though it is a no-cost item.
Coop Selection and Site Adaptability
Using mouseflow another store that accommodates multiple coops I analyzed any friction points between a generic branded landing page that forces customer input to view the store's offerings. They were almost no friction points raised and very limited bounce rates.
Current Map Interaction
I tested the functionality of the map/coop selection on NCEMC's utility website that the client referenced during the interviews. I found a few frictions point with the customers.
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The coop name loaded below the map and then there was an extra click needed to access the info
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The map was hard to navigate on mobile and led to misclicks on the coop regions
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The map was not able to be navigated with a keyboard. Screen Readers were also not able to read the map as well
Map Improvements for the Store
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Create a secondary way to select the coop by adding a dropdown under the map. This will make it ADA-compliant as well
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The coop drop-down provided an easier choice on the smaller screens
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Add a "double-click" for the touchscreen experience in which the coop name would appear on the first tap. Then that customer would need to click on the CTA button to select their coop.
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Add a way to switch to another coop after selection.
UI Action Plan
Site Map
Homepage & Landing Page Wireframe
