The who
Greater Western Water (GWW)
A government-owned water utility in Melbourne, Victoria (formed in July 2021 from the integration of City West Water (CWW) and Western Water (WW)).
My role
UI/UX Designer
Team
Myself (UX/UI)
Senior UX Designer
External Design/Developer Agency
Website product owner
The problem
For GWW’s first day of operation in July 2021, it needed a digital presence of its own (CWW and WW websites were both still live with GWW branding overlay, but the organisation wanted a digital presence at the new URL gww.com.au). Before a fully realised GWW website could be designed and built, a smaller “microsite” was designed and built (by an external agency - Bliss Media) to offer customers day-one-critical information about GWW.
Post-go-live customers were going to the GWW microsite to perform a transaction or online task (pay a bill, move in or out etc), but this level of functionality wasn’t available. Not being able to self-serve online, customer call enquiries to the call centre increased significantly during this time.
The solution
I proposed the idea of a “transactions/task” landing page to be added to the IA and visible from the main navigation menu.
This page would list the most popular self-serve online transactions/tasks and link users to either the CWW or WW legacy websites to complete that task online. Due to certain business decisions users had to be funnelled based on their account numbers (12 digits for CWW and 13 digits for WW).
Using customer-centric UX writing I named the page “Pay & more” as customers primarily came to the site wanting to pay, so “Pay & more” gives the user an indication that they can pay and do more from that page.
Ideal load state
When users land on the new page they select the tab relevant to them based on their account number they can find at the top of their bill.
Active/Selected state
Once a tab is selected, a drop-down appears for users to select from the top 4 highest online self-serve transactions/tasks. Upon selecting they were linked to their correct legacy website page to continue self-service on the legacy website.
The outcome
The new “Pay & more” page became the most frequently visited page during the life-span of the microsite, and customer enquiries to the call centre dropped by 25%.