Key Dates
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Project Commissioner
Project Creator
Project Overview
Momentum Energy is a Victorian-based energy retailer. They needed a new public-facing website, a key feature of which is their online sales funnel. As a Tier 2 retailer, they had the opportunity to distinguish and elevate themselves by way of a high performing and converting website.
Team
MASS
Project Brief
The project brief was to create a website that's simple, intuitive and friendly, in itself at odds with most energy providers. Our client was eager to do something unexpected for an energy company website.
The sales funnel of the existing website had been through intensive rounds of refinement, and although by all measures was converting well, the other task was to improve sales conversions.
As customers are increasingly researching and signing up on a growing variety of devices, the site had to perform optimally on all device sizes, from mobile to desktop.
Project Innovation/Need
One of the key goals of the project was to improve the user experience of the sales funnel, and ultimately improve the conversion rate. The sales funnel itself was subjected to multiple rounds of one-on-one customer research sessions, in combination with multiple rounds of online testing.
Our decision to combine both gas and electricity services into the same product was a key improvement to the existing sales funnel. This change alone has lead to an increase in dual fuel sales from 46% to 62%.
Some other aspects of the sales funnel in particular include the fact that the online sign up form is now contained on a single page, and includes evidence of a customer's stage of completion within the form.
The Momentum site is created from a suite of flexible components, allowing content creators on the Momentum team flexibility when it comes to page creation, via a fully integrated content management system. Each component is optimised to be responsive across all common device widths.
Design Challenge
One of the challenges with the Momentum Energy website was to inject more personality into the brand. We knew from the beginning that rolling out the same stock photography tropes of families sitting and smiling happily wasn't going to help the cause, so we started exploring illustration styles instead. We eventually landed on the style you see now, dubbed 'wavelings'; essentially an extension of Momentum's existing 'energy wave' graphic device.
We introduced a background colour fade as a customer scrolls down each page. While relatively subtle, we wanted to introduce a signature branded interaction for the site.. We loosely associated this with lights being switched on and off. Practically, this meant we had to design both light and dark variants of every component used on the site, to make sure the effect could be extended to all pages and so that the point at which the fade occurred could be customised by the page creator.
The client challenged us to create a website unlike any other energy retailer, which is expressed directly by the homepage layout on desktop screens. We created a homepage unlike any conventional homepage. The large site navigation is permanently pinned to the right hand side, while only the left hand side scrolls.
User Experience
Combining electricity and gas into the same product, ensuring the online sales funnel form progressively disclosed everything on one page (rather than spanning multiple pages with multiple page refreshes) and providing clear evidence of what a customer was purchasing and where they were in the purchase journey, has contributed to ..... (an increase in sales revenue from the Momentum website? Waiting for more stats from Dean)
On desktop, the main menu appears in large text on the homepage. If a customer enters the site via the homepage, they immediately get a sense of the main sections within the site. If a customer exposes the main menu from any other page with the site, it appears in exactly the same position and format, reducing any overhead of learning a new navigation system.
Digital - Corporate
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience. <div> </div>
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