SCE Move Center

Turning around a poorly performing customer experience for turning on and off service.

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My Role
Senior UX Designer

Deliverables
Flows, Wires, Mockups, Prototypes

The 'Before'

In the beginning, transactions for turning on/off or transferring service were not so great, to say the least.

The timing also allowed Move Center to be the first release with their new, responsive site design.

Our Goals

Address the corporate goal of customer self service by improving the Turn On, Turn Off, and Transfer processes.
Decrease the high rates of abandonment of current process.
Design within the new responsive framework.

Early User Testing

SCE had performed user testing on the existing Move Center (turn on, turn off, transfer service processes), which revealed several critical usability issues, the largest of which was a high rate of abandonment. People found it easier to just pick up the phone, which is a far more expensive channel. Customers often followed the wrong path, e.g., residential customers were using the different business channel to turn on or off service.

Personas and Customer Journeys

In reality, as a government regulated utility, SCE was responsible for accommodating almost everyone. But we had to narrow it down to a manageable number, so we developed four which represented different ages, socio-economic groups, and levels of engagement:

For each persona, customer journeys were expanded upon to show what each persona could go through to achieve their goal.

Requirements Gathering

To develop the requirements, we employed several resources:

Data from early user testing
Feedback from surveys of customers about their experiences with the existing Move Center.
We also attended numerous workshops with a host of players and stakeholders from SCE and IBM (the developer). Represented were Digital Customer Service leaders, Move Center staff, Project Managers, Customer Experience staff, developers, and some stakeholders.

Initial Flows

Basic flows were developed for each of the residential and business processes.

In the beginning stages, in addition to a single turn on/off/transfer service, SCE was contemplating Lifestyle Packages (bundles) for Move Center, where customers would choose a package that fit their lifestyle (Cost Cutter, Go Green, Quick Start, & Compare Plans). These packages bundled services, which the user would subsequently setup.

After consulting with developers, it was apparent bundles would present complications. So we created basic flows for discussions with dev.

Below are various flows that illustrate how this could be accomplished both with a single product or service, and then within a bundle:

More Workshops - Requirements Consensus

It was important for SCE's digital team to develop consensus among the players. We went through several cycles of refinement in workshops, using our flows (and later, wires) as talking points.

Detailed Flows

To get everyone on the same page at the workshops, we used more detailed flows, in addition to as well a wires/flow combination that helps those less experienced with complex flows understand the process a bit easier. See the following examples, or view entire document.