Content Design for National Grid Electricity Distribution
As National Grid Electricity Distribution's digital transformation partner, we are working with their team to digitise the process of connecting customers to their energy network.
This programme of work focuses on the design and development of self-service application forms. And, to support users in adopting the new processes, we created the Connections website to guide customers through the various application processes.
The challenge
To encourage the use of new self-service application forms, new content was regulalry being added to the Connections homepage.
The digital team struggled to keep up with updates, manage current content, and provide a user-centred interface. With the advent of self-service applications, it was challenging to determine which messaging to prioritise on the homepage without disrupting the identified user journeys:
- finding out more information
- applying to connect to the energy network
- or contacting the support team
THE CONTENT DESIGN SERVICES
- Content Performance Review
- User Journey Analysis
- Content Enhancements
![CONTENT DESIGN PROCESS]()
THE CONTENT DESIGN PROCESS
Before reviewing any content, we worked with NGED’s team to define the objectives of the content design project. This provided a framework for the most valuable way to measure their existing website’s content. The following objectives were agreed:
- ensure the homepage still meets the needs of the identified users
- review and align added content with the original homepage objectives
- enhance the flow and structure of content to align with the user journey
- ensure content guides users to complete tasks or find additional information
![CONTENT DESIGN PROCESS IMAGE]()
Our Content Design Lead reviewed the homepage from the perspective of two different user journeys - one where the user wants to take action and the other where the user wants to gather more information. By keeping in mind the goals of both user journeys and the original objectives of the website, we were able to evaluate the effectiveness of the content's layout, flow, and visual hierarchy.
We considered the needs and potential challenges of the typical user. As the homepage is the user's first point of contact with the website, it is essential to provide clear and concise information to help them quickly and easily get where they want to go. We focused on how easy it was to find the essential information and the prominence of calls to action to the desired destination.
![content priority guide]()
As part of our recommendations following a thorough content review, a Content Priority Guide was provided to empower the NGED team to maintain excellent content hygiene.
The purpose of the Content Priority Guide is to lead users through steps, group similar tasks and information, provide context for each call-to-action, and promote online services while reassuring users about available assistance.
After reviewing the existing content in line with the project's objectives, we identified opportunities to improve the prioritisation of the content to ensure that users can fulfil their goals across multiple journeys.
We applied the recommendations to the Connections homepage:
![before and after]()
THE RESULTS
With NGED's commitment to continually evolving user experience, customers can easily access the latest and most relevant information for services they need.
The content enhancements applied to the Connections homepage prioritise user journeys, making it easy for users to navigate and find the information they need to achieve their goals. This improves the overall customer experience and encourages the use of self-service applications.
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