As part of our user-centred design approach, I led a series of business stakeholder workshops and customer focus groups were integral to the design process, enabling the team to quickly test, iterate and validate ideas and design concepts, and to ensure the brand’s verbal and visual narrative was clearly articulated and understood by all audience groups.

The online account management of the retail customer website was completely redesigned at the front-end and business processes at the back-end were reengineered to increase the level of personalisation and self-serve capability, and to play an integral part in rebuilding reputation and trust with customers.

As key deliverables of the project, a digital asset library, style guide and revamped brand guidelines provided a focal point on which the new brand could be successfully rolled-out, communicated and governed across all United Utilities internal and external business units, partners and suppliers.

Business stakeholder workshops and customer focus groups were integral to the design process, enabling the team to quickly test, iterate and validate ideas and design concepts.

Our user experience team surveyed, interviewed and tested both digital and traditional customers across the end-to-end water services journey. ‘Moments of truth’ informed our design decisions and helped us develop a user-centric approach to the design, navigation, and content. The customer journey was further enhanced through the addition of self-serve capabilities and the social analytics integration.