Tate

Tate is an online sustainable energy provider.

Projects:
Website redesign
Referral program
Spiegaboletta

Language:
Italian

WEBSITE REDESIGN

Problem
A test on the website's homepage highlighted how users were unsure if Tate was an energy provider or just a comparator. Moreover, many users thought Tate offered a flat rate tariff, when it's not the case. Finally, after an assessment of the content, it was clear that the brand voice was inconsistent throughout the website.

Objectives and limitations
Make clear what Tate offers.
Clarify the tariff formula based on the energy wholesale price plus a fixed quote, although it wasn't widespread amongst energy providers at that moment.
Solidify the brand's voice across the website.

HOMEPAGE

The initial scope of the project was limited to the homepage. I took a well reasoned gamble and have rewritten the hero title less informative than the previous one. Although it might have seemed counterintuitive, the copy perfectly positions the brand and intrigues the users bringing them to keep reading the subhead, where the service and the mission of the brand are stated. As shown below, the data confirmed that the gamble paid off. Phew!
The other critical section was the one dedicated to the tariff, which consists in the wholesale price of energy plus an yearly fixed rate. The way it had been described in the previous iteration, convinced users that Tate's tariff consisted in a flat rate, whereas the new copy is more clear it is also more in line the brand's voice.

Results

Further testing confirmed that both the critical aspects of the homepage - what service Tate offers and its tariff - had been solved. Furthermore, an A B test showed that just the redesign of the content of the first two sections of the homepage, saw a 25% increase in signups and 19% in clicked CTAs. Based on these results, the project has been extended to the whole website, and kickstarted the designing of a new visual identity (which can be seen already applied in the image shared above). See below two other sections of the homepage, one section from the internal page "tariff" and one section from the internal page "app".

referral program

Problem

Referrals were not enough, especially if measured against the perceived quality of Tate's service. Interviewing a user sample we found out that they were worried others might think they promoted Tate out of personal interest - a discount on the bill - rather than for a sincere recommendation. At the same time, however, users have admitted that the discount was the best incentive to join the program.

Objective and limitations
Don't let users feel ashamed and increase the contracts signed after a referral, without changing the incentive for joining - a 48 euro discount on the bill for each contact that sign a contract with Tate.

Hypothesis
By emphasising the benefits for the user's friends rather their own, will ease their preoccupation. Moreover, by making the invite customizable and, more broadly, the whole process less promotional and more playful, will make users bypass the initial shame.

PART 1 - TUTORIAL

When users open the referral program section for the first time, a short tutorial shows them the mechanics and how to invite their friends to Tate, including how to customise the invite.

PART 2 - PERSONALISATION

The customisation of the invite is easy to do without compromising with the possibility for the user to actually come up with quite different invites.

PART 3 - DASHBOARD

The dashboard allows users to share the invite, check the status of the friends they invited, and customise both the invite and the invitation code. This area has the most light and funny microcopy of the whole referral program area.

SPIEGABOLLETTA

Problem
Utility bills are a document filled with information. Moreover, every company can design them how they see fit. As a result, when users switch companies it takes time and effort to navigate the bills.

Opportunity
Clarity and transparency areTate's core values and easing the transition of their new clients is a good chance to show it.

Solution

I have created the "Spiegabolletta", a pdf document that gets sent together with the first utility bills and shoows where to find the most relevant information.