EnBW UX Audit & Conversion-Boosting UX Strategy
- Usability Testing
- Information Architecture
- Navigation Patterns
- Survey & Analysis
- Discovery Patterns
Comprehensive UX audit for EnBW, identifying key usability issues and offering actionable improvements for the online electricity plan checkout process of one of Germany’s biggest and most successful energy providers.
Project Details
| Duration | 2 weeks |
| Tools |
EnBW offers electricity, gas, and telecommunications contracts online. Their official website serves as a disambiguation page into several distinct flows and platforms, each featuring slightly different designs and interaction paradigms. The UX audit focused on landing pages and two exemplary checkout flows to identify potential issues customers might encounter when selecting an electricity plan online. By examining user journeys, affordances, and content structure, three key areas with potential for improvement were identified:
- Structure
- Interaction
- UI design
The findings were categorized and compiled into actionable recommendations for both immediate and long-term enhancements, which were provided in comprehensive documentation.
Objective & Solution
The objective was to identify and leverage opportunities for improving the experience of the current online portal while shaping a vision for how user experience and business goals could be aligned long-term. The audit uncovered findings in many areas, including information density, orientation and wayfinding systems, as well as consistency in style and affordance. These were clustered and condensed into actionable measures and provided as a strategic blueprint for implementing refinements aimed at elevating user experience and ensuring efficient and enjoyable online interactions while reducing support queries and increasing conversions.
Project Outcomes Link to this headline
Improved Guideance
Actionable recommendations for consumable information density and a coherent orientation system enhancing user navigation.
Enhanced Interaction Design
Streamlining calls to action and interactive elements to create clear, predictable interactions that smoothly guide users towards their objectives.
Consistent UI Design
Recommendation to ensure visual consistency across all sections, thereby improving user learnability and minimizing cognitive effort.
Project Deliverables Link to this headline
The following are some of the deliverables that were created for this project.
Information Hierarchy Documentation
Product StrategyDetailed visual documentation with highlights and annotations of specific areas for improvement, providing a clear reference for future work.
Findings Pitch Deck
Product StrategyA comprehensive deck summarizing findings on 70+ slides, categorized for easy understanding and action planning.
Stakeholder Presentation
User ExperienceA presentation for all stakeholders involved, detailing audit findings, implications for user experience, and a proposed strategy for enhancing the online services.
