Situation
A utility provider faced significant challenges in managing its customer support operations. Overwhelmed call centre volumes were driven by limited self-service options for addressing water and wastewater issues, leading to frustrated customers and a heavily burdened support system.
Satisfaction scores were declining, and the lack of intuitive online resources made it clear that a more user-centred approach to service delivery was urgently needed. The existing system failed to provide customers with straightforward ways to resolve their issues independently, creating inefficiencies and dissatisfaction at both ends of the service chain.
Task
The task was to design and implement a user-friendly self-service platform that empowered customers to handle common issues without the need for direct support. The solution needed to simplify complex processes, reduce the demand on call centres, and ultimately improve customer satisfaction. It was also essential to ensure the solution aligned with regulatory expectations.
Action
I initiated an extensive user research initiative to uncover the root causes of customer frustration. Through interviews, surveys, and journey mapping exercises, I identified key pain points: unintuitive navigation, unclear instructions, and a lack of proactive guidance. These insights formed the foundation for the solution.
I developed and tested a prototype using iterative feedback loops to refine the user journey. This process ensured that the solution was designed with simplicity and usability in mind. The content design was a key focus, with clear language, actionable instructions, and logical navigation paths crafted to meet diverse user needs. Microcopy was used strategically to provide context and reassurance, while form fields were simplified to minimise errors and friction.
I worked closely with stakeholders across departments, aligning technical feasibility with user experience goals. The final design provided step-by-step guidance tailored to the specific needs of water and wastewater service users, allowing them to resolve issues independently without the frustration of navigating a complex or opaque interface.
Result
The self-service platform was forecast to deliver measurable impact, reducing call centre volumes by 3-5% and saving several million pounds annually in operational costs. Customers reported greater confidence and satisfaction, with improved customer experience ratings reflecting the positive shift in their experience. The solution also strengthened brand perception by demonstrating a commitment to user-focused innovation while meeting regulatory requirements.
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