AGL

We sell energy plans. We service the needs of our energy customers. We provide information to investors and the media on what AGL is doing in the energy sector. On the horizon, we’re bringing new products (NBN, mobile, residential battery, EV, and more) to market. Energy will soon be only one of several things we’re known for.

Index

Understand the Information Architecture

Defining Content Hierarchy

Home Page Conceptual Design

Delivering Our Experience

Understand the Information Architecture

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Analytics Analysis
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Identify Key User Tasks
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Hybrid Card Sort
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Hypothesise Information Architecture
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Tree test 
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We need to update the website's information architecture – the way content is organised and structured – to reflect and communicate our multi-product, multi-service future.

Understand participant mental models around sorting content and completing tasks on the AGL website

Learn about the main tasks a participant uses the energy website for
Can users find the information they need IA in the process of performing their essential tasks?

Defining Content Hierarchy

Define Personalisation Domains
Content Hierarchy
Conceptual Testing
Mental Models
Content Strategy

Every page has a primary focus, and the focus defines the layout. Representing the spectrum of sales and service against task-driven experience and informative experiences enabled a content hierarchy to be determined.

Sales focus

Cater to customers in the 'shop around' phase of their journey and encourages them to 'sign up.'
Help customers 'set up' their services to ensure they get the most benefit out of them

Service focus

• Help customers ‘solve a problem’ to avoid them entering the ‘leave’ phase of the journey (reduce churn)

• Help customers self-serve, so they don’t feel the need to call the contact centre

Web experiences aren’t static. Content and experience need to deliberately target and retarget based on the knowledge we have of visiting users. Defining these levels of targeting opportunity informed early conceptual testing for truly dynamic experiences.

Home Page Conceptual Design

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Wireframing
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Content Design
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Conceptual Testing
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Set-based Design
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We validated the information architecture. Whilst elevating new products and services to a level one presentation. We conceptualised a content hierarchy and personalisation framework. But we had to validate what truly resonated with our user’s behaviours.

Developing a series of prototypes to moderated and un-moderated user-testing with defined customer segments. Validating mobile and desktop usability hypothesis. And a series of critical insights to inform content design, copywriting and future re-targeting experiments.

Delivering Our Experience

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Hi-Fidelity Design
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Design System Design
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Story-mapping
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We validated our concepts and frameworks. Resulting in a roadmap of Information Architecture, Global Menu and Home Page optimisations. We are confident now supporting our multi-product retailer ambitions with scalable experience design.

Further, we started aligning our concepts to our enterprise design language system to ensure a seamless experience between un-auth and auth experiences. Designs, authoring experience, and engineering were all tested against WCAG 2.1 A criteria. Our personalisation and experimentation teams continue to leverage qualitative insights regularly.