About the project.
Origin’s My Home Profile service enables customers with a smart meter to gain detailed insights into their home energy usage. At a glance, people can see anything from how much they’re spending on hot water to what their fridge costs to run. It’s an amazing tool. However, to register for the service, customers were required to fill out a long, detailed questionnaire about their home. It was tedious, and Origin found that people either couldn’t be bothered finishing the registration, or were just rushing through the form to get it over with. Which meant they were entering bad data.
It was clear to us that people were being asked to do too much up-front. We needed to make the process simpler. We also knew that even with a small amount of information, we could still give customers a reasonably accurate usage profile. So we got rid of the questionnaire and asked people the minimum number of questions we needed to create a basic usage profile. Once they were registered, they could see their profile straight away. All we did then was communicate that if they wanted a more accurate profile, they could answer some more questions.
By making things easy at the start, people were much more likely to complete the registration process. Completion rates soared. And surprisingly, even though the additional questions were optional, most people completed 100% of them. All we did was highlight the benefit, rather than forcing them through a process.
Customer focused architecture
By restructuring a form and making a long questionnaire optional, not mandatory, we significantly improved conversion rates.
Customers were given a result after just a couple of key questions. If they entered more data, they got a more accurate result.
Because we left it up to customers to fill out as much of the form as they wanted, the data they entered was more accurate.