Vattenfall • Salesflow
Apr 2020 - Jan 2021 · UX Designer
Vattenfall is on a mission to go fossil-free within one generation. In order to achieve this goal they provide a vast array of different products & services. Their challenges lie in how to maintain the quality of these and how to grow and develop their ecosystem, build sustainable digital products, and align product teams on an enterprise level. With the starting point being their main sales channel.
Created intuitive call-to-actions
My role
I provided a 60/40 ratio with my companion being 40/60 UX/Visual design. Together we formed the glue in a multidisciplinary team, from analysis to synthesis, designing to prototyping, and preparing documentation for developer handoff. We moved steadily from analysing the under-the-hood Nuon.nl website (the predecessor of Vattenfall.nl) to rapidly prototyping and testing what it could look like in the future.
Designed a brand-new look & feel
With a team of between 7 to 12 internal and external experts, we focussed on improving conversion, engagement, and usability. Beforehand data was collected on how to reduce the number of steps, reduce time spent in the sales funnel and define an overarching framework for interconnected flows and additional products; district heating, solar panels, and electric charging.
Increased conversion for sales
Success metrics
Reduce time spent on tasks
Make workflows work for customers to provide focus and save time.
Reduce bounce rate
Remove probability of users leaving the flow for other touchpoints.
Increase product-market fit
Make the sales flow a desirable tool for Vattenfall’s brand mission.
Reused across product-flows
The renewed sales flow enables Vattenfall to reliably collect and aggregate business-critical data regarding users and their behaviour on their channels. A user interface was designed to meet the different needs of the internal legal, sales, brand, accessibility, privacy, technology, and marketing teams. As a result, other product teams adopted our components and learnings to continue building on.
Spearheaded the use of Figma
What I’ve learned
I discovered that having a strong vision for the future is important. However, it’s also critical to set measurable and tangible goals in much closer time (especially in big corporations). The key thing here is to have both. In order to align both business strategy with all the talented teams and individuals, you need both a distant vision that inspires you, and a closer plan that helps you get there.
“Julong has a deep understanding of user-centred design principles and methodologies and is able to apply this knowledge to every project he works on. He has a knack for conducting thorough research to gain a deep understanding of users' needs and pain points and uses this information to inform his design decisions. He also excels in project management, ensuring each project is completed on time and within budget. …” – Bas Wijsman, UX Designer & Brand Lead at Vattenfall
Credits
Remy Lammers – Design Lead • Bas Wijsman – UX/Visual Designer • Danielle Hoek – Product Owner • Sanya Nikulin – Senior Frontend Engineer • Khurram Khan – Senior Backend Engineer • Wessel Terpstra – Senior Backend Engineer • Sander Boetzer – Full-stack Developer • Dirk-Jan Hoekstra – SAP Test Expert • Rob van den Berg – Senior Online Marketeer • Monique Van Dam – Content Manager • Mitchell Faber – CRO Specialist • Jorg Bouman – CRO Specialist • Marlous Been – Digital Analyst.
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