Empowering the customer with an intuitive mobile centric user experience. Concierge helps the customer easily attain information that matters.

Help users to understand their bill. Allow users to ‘self-serve’ as much as possible. Be tailored to the user’s context.
Enbridge Canada
UI/UX Designer, Art Director
Wireframing, Rapid Prototyping, Art Direction, Design Systems, Interaction Design
Oil & Gas
view live project

Project Summary

The primary goal of this project is to empower Enbridge customers through an intuitive, mobile-centric user experience offered by The Concierge. This robust web application aims to provide users with easy access to relevant information, particularly regarding their bills.

By simplifying and streamlining the process, Concierge eliminates the complexity and stress that users may have experienced before. The emphasis is on enabling users to self-serve' as much as possible while tailoring offers and assistance to their specific context, ensuring a seamless and user-friendly interaction.

Key Challenges

Addressing a spectrum of challenges, this project navigated the intricate landscape of diverse customer archetypes, each grappling with distinct pain points related to late bill payments, moving or transferring services, and enrolling in new offers.

One of the significant hurdles involved seamlessly integrating the new design system’s assets into the existing legacy design framework. Overcoming this challenge required meticulous attention to detail and a thoughtful approach to harmonize the two systems effectively.

We tackled the task of designing new assets tailored for edge case scenarios, ensuring a cohesive and optimal experience across both desktop and mobile viewports while still respecting the constraints imposed by the legacy system.

Creative collaboration was key in this engagement, as we worked closely with multiple developers transitioning from the legacy system, guiding them in adopting the principles and grid of the new design system for a unified and improved user experience.

User-Centered Approach

My responsibilities as the UI/UX Designer for this project was to lead legacy design limitations into an interaction model that’s proven to not only reduce call center interactions but promote and sell additional services in a meaningful way.

Many interviews were held in group settings with different customers in person and on phone calls. I conducted testing on the best interaction model current customers are used to and discovered ways I could improve the efficiency of self-service tasks while empathizing with customers who have limited options for communicating complex situations.

Enbridge Concierge is centered around enhancing the user experience by providing a seamless and informative platform. The Concierge page, serving as a centralized hub, empowers customers to easily access information and take actions in a user-friendly manner.

The self-serve capability is a key feature, enabling customers to navigate and find solutions independently. The addition of a chatbot/help function further enhances user support, creating a balanced approach where assistance is readily available if needed.

Intuitive Interaction Model

The interaction model adopts a vertical scroll with expandable cards, each focusing on a specific topic. These cards follow a progressive disclosure approach, allowing users to delve deeper into relevant information as needed. This design philosophy is rooted in a user-centered approach, aiming to educate and inform customers on various aspects, including handling late bills, understanding billing processes, and recovering from potential failures.

The development process involved extensive user interviews, both in group settings and individual phone calls, to ensure that the interaction model aligns with customers' preferences. Testing was conducted to refine the model, prioritizing efficiency in self-service tasks while acknowledging the diverse needs of customers facing complex situations.  By studying the online presence of industry peers and incorporating user insights, my design process strived to provide an intuitive and empathetic platform tailored to the needs of Enbridge customers.

Progressive Disclosure

Working in multiple teams in monthly sprints to enhance existing workflows to reduce bill anxiety and empower customers with relevant knowledge using dynamic personalized web components.

Contextual Card System

Cards are used as content components that encapsulate one topic per card. They expand as an accordion to reveal more information related to the topic of the card, using a progressive disclosure approach.

Customer Education

Learn how to update bill alert notifications sent by email and/or text. These notifications provide information about bill and payment activity.

Self Service & Empowerment

Pay your bill online through your financial institution or via a credit card payment.

Lessons Learned

The tighter your synergy with the frontline call center team, the clearer the picture becomes on where users hit roadblocks and frustrations with your web content. It's fascinating how even the most straight forward elements, be it a banner or the choice of words in an email headline, can act as a pivotal switch, determining whether a customer’s interaction is pleased or pissed off. By immersing yourself in collaboration, you're not just ironing out kinks; you're uncovering the nuanced triggers that make or break the user experience.