In 2023, I was tasked with harmonising Fortum's online experiences across multiple platforms. The initial scope of the project was streamlining the sales flows for both B2C and B2B customers but quickly evolved into a full redesign of Fortum's websites. The redesign was divided into three core areas: the open web, logged-in services, and the mobile app. I played a key role in each area, taking on various responsibilities throughout the project.
Open Web: Crafting a Seamless Purchase Experience
On the open web side, the primary objective was to create a frictionless and consistent purchase experience from start to finish. As the senior UX designer on this aspect of the project, I:
- Conducted stakeholder interviews to align business goals with user needs.
- Analyzed live website data to identify pain points and opportunities for improvement.
- Researched best practices for e-commerce flows and applied them to Fortum's unique needs.
Through multiple design iterations, I developed the initial wireframes and prototypes, which were rigorously tested with users. This process led to the creation of a new user flow, a revamped domain structure, and a refined UI that aligned with Fortum’s brand values. Once the UX and the majority of the UI were defined, I handed off the project to the development team for final implementation.
Before
After
Logged-in Services: Refining Internal User Experiences
For the logged-in services, I conducted a thorough evaluation of the existing user experience, benchmarking it against competitors to identify areas for improvement. With a concept in mind, I collaborated with the team to test and iterate on different pages, ensuring that our solutions addressed both user needs and business objectives. The result was a more intuitive and user-friendly interface for logged-in users, optimising their experience for managing energy usage, bills, and services.
In the home screen we offer a clear and concise view of the most important information for the customer, and that information is tailored based on the type of contract they have. We used colour coding to make trends and graphs easier to understand, and made sure to have and overall cohesive look on all pages as well as on the app.
App: Bridging Web and Mobile for a Consistent Experience
Once the logged-in services were clearly defined, my role expanded to translating these concepts into the mobile app. I ensured that the app maintained consistency with the web experience while optimising for mobile-specific best practices. I focused on creating smooth navigation and an intuitive user flow, ensuring that both platforms offered a cohesive experience, regardless of the device.
For all parts of the projects accessibility was always prioritised and we have our applications being compliant with WCAG 2.2 AA standards.
This project was a comprehensive effort to unify Fortum's digital presence across web and mobile platforms. By focusing on user-centered design and iterative testing, we were able to create an experience that not only met business goals but also significantly improved usability for Fortum’s customers.
So far we have seen a 10% improvement in customer satisfaction when asked.
