POWERSHOP
Improving Powershop’s sign up conversion rate by providing transparency, ease of use and overall reassurance for the user.
Overview:
Task:
The goal of the project was to improve Poweshop’s sign up conversion rate and therefore online sales. The overall objective was to provide a sign up form that was frictionless as possible and integrated best practrice UX design principles.
The Powershop sign up form has not been updated since it was introduced in 2014. Fundamentally – it’s costing Powershop customers. It is proving to be a barrier to sign up due to it’s clunkiness and not following UX best practice. There are multiple pages, the methods of inputting data are outdated, and it’s not a convenient experience for mobile users. It’s time for a refresh and to modernise the way Powershop onboards their new customers.
Website
Sector:
Energy
Role: Research, Persona & Customer Synthesis, Ideation, Wireframing, Prototyping & Testing
Time: 6 Weeks
Problem Statement
Energy consumers looking for clean electricity providers feel overwhelmed in understanding products, services and inclusions when purchasing (signing up) online.
Energy consumers looking for clean electricity providers feel overwhelmed in understanding products, services and inclusions when purchasing (signing up) online.
Research: Comp Analysis
We set out to understand what users expect when signing up with a green energy provider. By testing the current sign-up form, we identified key areas where users lost confidence.
Key findings:
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Green claims lacked proof. Users wanted clarity on how 100% carbon neutrality was achieved.
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Pricing felt vague. Estimates didn’t help users gauge if they'd pay more or less.
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Payment wording was off-putting. It came across as aggressive, casual, or unclear.
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Outdated design. The form’s look and feel eroded trust.
Meet the Personas
Matt is tech-savvy and likes to do research annually, gathering quotes before switching energy providers online. Sarah Newbie, on the other hand, wants to understand more about green energy and doesn’t feel as confident when choosing a provider.
This contrast highlighted the need for a sign-up experience that serves both types of users: one that’s quick and efficient for confident switchers like Matt, while also offering clear explanations and reassurance for less confident users like Sarah. The process should balance speed with support—offering optional guidance, transparent information, and trust-building moments throughout.
How Might We
How might we provide energy conscious consumers a balance of convenience, product knowledge and a seamless sign up process to give them the confidence to engage and commit to a new energy provider.
How might we provide energy conscious consumers a balance of convenience, product knowledge and a seamless sign up process to give them the confidence to engage and commit to a new energy provider.
Ideation
As a group, we synthesised our findings into themes and insights that illustrated the main user pain points. These findings then informed our personas, which allowed us to empathise with the customer and their overall journey.The MVP
We identified quick wins to shape a faster, clearer sign-up experience for Powershop. Our highest-impact ideas focused on:-
Clarifying the payment process with clearer language and more flexible options
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Reinforcing 100% carbon offset claims throughout the form for greater trust
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Providing detailed cost estimates early to boost pricing transparency
Testing & Iteration
The prototype was very well received, with a SUS score of 91, indicating strong usability and minimal need for changes.
Key finding:
- Quote page: Overwhelming content and unclear guidance on adjusting usage estimates.
- Restart option: Users wanted a clear way to start their estimate over.
- Affirmation pages: Needed greater transparency to build trust in green claims.
Final Recommendation
We recommended a sign-up experience that embraced Powershop’s bold colours and playful tone of voice to create a more reassuring and engaging journey. By combining clear information with a confident, friendly design, the experience aimed to empower users to make informed decisions and feel good about joining Powershop.