Naturgy
Ongoing design and CRO actions to improve conversion and user engagement
Background
My role within the UX/UI department was to collaborate closely with Naturgy's product owners to design new pages or redesign existing ones with the primary objective of enhancing user conversion rates and improving overall user experience, thereby fostering customer loyalty.
Type of project
Professional
Year
2022-2023
My rol
UX/UI Designer, Visual Designer
Team
UX/UI
A/B Test
One of the significant requests we received from Naturgy was to apply CRO actions, specifically A/B testing. Through these tests, we aimed to identify the most effective design that aligns with the user's behavior when interacting with the website, in order to achieve the established business objectives.
For instance, the company's objective was to capitalize on the high traffic volume on a repair services page, promoting the sales of one of these services, especially during the summer campaign. To achieve this, they requested us with visually emphasizing this particular service above the others.
Original Design
In the original design, there was no element highlighting the service. The original test was preserved to allow for a comparison of interaction data among the different variants created.
Variant 1
In the first variant, a fixed subheader was introduced on the page with a Call to Action (CTA) leading directly to the featured service. Consequently, there are now two CTAs (subheader + card) on the page directing users to the highlighted service.
Variant 2:
In this second variant, an element was added directly above the card, clearly indicating that this product is more relevant than the other two. However, only one CTA is included.
Design of a new landing page
Naturgy has a website with a rather complex architecture due to the multitude of pages that comprise it. Additionally, it was created using Oracle, which imposes limitations when it comes to design.
In this particular case, a product owner requested us the task of creating a new page that would serve as a 'translator.' The idea was to include all symbols related to various home appliances on the page, along with descriptions, allowing users to quickly understand their meanings.
Conclusions
The projects carried out for Naturgy had a unique approach compared to other clients, as it was a client that requested very specific tasks regarding several of its products.
The working model adopted with Naturgy had a very positive impact on the personal organization of the projects. Dealing directly with the product owners and consistently working on a product that we hadn't created ourselves but were constantly striving to improve, gave us a focused and goal-oriented approach.
It's important to highlight the technical limitations we faced when designing because the website uses Oracle. Due to technical and timing constraints, many times we had to propose designs tailored to the specifications of this system.
Despite not being a complete project, having worked on tasks of different types has helped me understand the importance of continuously improving a product after its launch, considering user behavior with the product and the business goals established by the business.