Gas South Website Redesign
Gas South is a leading natural gas provider in the Southeast for residential and commercial customers. They pride themselves on giving back 5% to children in need, being a best place to work in Atlanta, and providing top quality customer service and competitive rates to their customers.
Given that the natural gas product is the same across Gas South and its competitors, we were given the challenge to redesign the Gas South website in order to highlight the unique service benefits of the Gas South brand in the eyes of prospective customers resulting in more conversions and increased account retention.
We engaged in a robust and collaborative discovery phase that resulted in understanding the distinctive and competitive offerings of the business and the core needs, values, and shopping process of the natural gas consumer.
We then translated these learnings into designs that would deliver a frictionless path for the most common use cases such as research rates, pay a bill, and get help, while clearly articulating the Gas South service advantage along the way. The resulting product was a scalable design kit for both Mobile & Desktop consisting of 10 page templates and a component library for Gas South’s CMS.
In discovery, we learned that most didn’t invest a ton of time researching service providers' benefits but more often looked for the lowest rate. Even though most users were price-conscious, other benefits had a positive effect when presented.
We tested the rates & plans page with users to make sure we provided just the right amount and type of pricing information without coming off overly-complex and also made sure to bolster other benefits such as great customer service and giving back.