The baseline, research sample and proposed route describe different parts of the project. No verified post-launch conversion uplift is available.
01 · problem
A quote journey people did not finish.
Love Energy Savings helps households and businesses compare energy options. The comparison journey had a documented 62.5% abandonment baseline, prompting a redesign of the form and its surrounding information.
The business wanted more people to reach a comparison. Users needed to understand what was being asked, trust the experience and know how much work remained.
02 · research
Trust and control mattered alongside appearance.
I conducted six face-to-face interviews. Participants described concerns about compulsory personal information, unclear progress, small controls and difficulty moving backwards through the journey.
Some valued having the experience in one place, but still wanted clearer guidance through it. That distinction mattered: their preference was not necessarily for an unstructured page, but for avoiding disorientation as they moved between questions.
I used the six interviews to identify recurring concerns and practical changes to trust, control and navigation.
Interview findings
Trust, appearance and navigation
03 · comparison
Use competitors to explore interaction choices.
I reviewed Uswitch, Bulb, GoCompare and CompareTheMarket, including discussing competitor experiences during the interviews. The useful comparisons concerned how questions were presented, how much typing was needed and how clearly the route to a quote was communicated.
Bulb illustrated a short, choice-led journey. GoCompare offered useful examples of larger controls. Other experiences raised concerns about long forms and personal-information requests. I used those observations to explore options for this journey, not to assume that copying another interface would reproduce its results.
04 · wireframes
Translate findings into the form’s structure.
I sketched alternatives for the questions and controls, then combined useful elements into a wireframe direction. The aim was to help people understand what to do next without losing access to progress or earlier answers.
I developed the direction in Adobe XD, making the navigation and answer choices explicit enough to communicate the proposed journey.
Interactive prototype
05 · decisions
Make each step easier to understand.
The design brought progress, answer choices and backward navigation into a more consistent structure. Each change addressed a concern from the interviews.
Entry and first choices
Provider and usage details
Final step
06 · delivery
From research to a launched redesign.
This was paid client work completed in 2022, and the redesign launched. My contribution covered the interviews, competitor review, wireframes and interactive prototype.
The prototype communicated the proposed interaction and supported feedback on the direction. I do not have a documented usability result or post-launch conversion measurement to report.
07 · outcome
A launched journey with clearer controls.
The redesign introduced clearer progress, larger controls, explicit options for unknown information and backward navigation. The proposed minimum path took eight clicks; other paths depended on the answers required.
The eight-click minimum describes the proposed route. A post-launch conversion measure is not available, so the 62.5% abandonment figure remains a baseline.
08 · learning
Evaluate the task, not just the shorter route.
A short route is only useful if people can understand and complete it. I would evaluate completion, errors and confidence across the different answer paths, including users who do not know their provider or current spend.
I would also record baseline and follow-up definitions consistently, so the design’s intended benefits could be assessed after launch.