Southern California Edison - MySCE Native App Redesign

Southern California Edison (SCE) was looking to redesign their MySCE native app experience with the goal of encouraging customers to use the app instead of calling a representative to manage their account.

Role: Lead Experience Designer 
Agency: WONGDOODY
Duration: Sep 2022 - Apr 2023

Challenge

Define core archetypes and understand their needs, goals, and challenges to help improve the MySCE app user experience.

Goals

  • Improve app architecture

  • Provide an overall better user experience

  • Improve UI design

  • Streamline key action / reduce clicks per action

  • Increase Daily Active Users

Key focus areas for redesign

Commonly used feature takes a lot of clicks to accomplish

Lengthy process

Users find it difficult to navigate through the app. Their mental model of how to take specific action are not aligned with architecture of the app

Poor navigation

UI does make it difficult for users to use the app. Information that is important are hidden or displayed in a deficient manner making it hard for users to do basic action

Lacking UI

Colors, text, buttons are not up to accessibility requirements

Interface fail accessibility

Users are often redirected to the sce.com website to finish an action breaking the seamless experience

The app sends users to website

Users voiced useful features are not available to them. For example, most users cannot track their usage on the app even though data show it as a popular feature

Missing key features

Archetypes

Single Account Holder - Users with one household and one type of energy contract to their account

Single Account Holder - Users with one household and one type of energy contract to their account

AND

Net Energy Metering (NEM) account - users selling any surplus power generated by their solar panels

Multi-Account Holder - Users with more than one household and/or more than one type of energy contract to their account

Multi-Account Holder - Users with more than one household and/or more than one type of energy contract to their account

AND

Net Energy Metering (NEM) account - users selling any surplus power generated by their solar panels

Refining the FLow

Reducing unnecessary clicks and screens users interact with for an action

Laying out features for Home,

Wireframes

Wireframe

The goal of this workshop is to share research, align on challenges, and brainstorm solutions

  1. How might we educate users on the benefit of automated payments?

  2. How might we help the audience determine which partners are right for them?

  3. How might we inspire the audience to reach out for information?

Key Patterns

A focus group and interview were conducted to identify demographic and overlapping patters of current card holders and prospect customers

Content Hierarchy Testing

To create connection with users and reduce bounce rates, strategic placement of content on each page are considered.

Putting the most important information at the top of the page and the least important at the bottom. The content needs to answer questions users may have and direct them to the right destination.

Wireframe Testing

Hypothesis

Users need more information on product in order to self-select

Usability Test Objective

A/B Testing is used to determind how much information prospect needs inorder to convert and to test what language users respond to for this product

Test Findings

Test A was overwhelming for users landing on the page for the first time.

However, more informative content where helpful. Providing details based on needs, like in Test B, made it easier for users to quickly decide which product to proceed with

Insights

User needs landing page to cater to their individual journey

Each users are consuming information differently depending on what they are looking for. This page needs the flexibility to cater to all users landing on this page.

This page needs to help guide users to the right product for them through self-selection

Users need a mental model of what to expect after enrolling for the program

This gives feeling of ease and control to the user. Another benefit to help set user expectation and lower disatisfaction

Provide more informative resource

User can benifit from FAQ on this pager. It positions American Express as an expert in the fields and use the page as reference to valuable content for users

Final Design

Final Wireframe

Final UI

Results

200% increase in conversion

Measurements

  • User sign-up (self select to the correct business size)

  • Measured over 1 year