Flo Energy Singapore

Simplifying Flo online sign-up process

Convert leads to customers in 3 steps

The energy crisis has completely changed Singapore’s electricity market landscape, affecting the commercial viability of some of our products. Certain products can’t be offered anymore, resulting in gaps during the signup process. We want to revisit this flow and ensure that the onboarding experience is smooth and efficient for the users.

 

Project Overview

Objective

  1. Identify and remove redundant steps in the sign-up process.

  2. Incorporate commonly-used features from paper sign-up to online sign-up.

Success Metrics

Success can be measured by the percentage of user drop-off, and the amount of conversion (lead acquired or signup processed).

Role

Led the project as the product manager and designer (including research, review, and testing). Worked with two developers to finalise the project.

 

Research Findings

Key Findings

  • The user’s postcode does not affect the price of electricity.

  • There are a lot of pages in the signup flow that encourage the user to compare and make decisions (e.g. fixed or discount plans, price comparison page, etc).

  • Some users want to be able to sign up for multiple premises online. Currently, one application can only contain one premise.

  • There are multiple flows for the user to sign up from our website, but some flows are longer without providing any benefits.

 

User Journey

We built user persona to understand the user journey of the sign up process. We found out that several important elements are missing, such as the ability to sign up for multiple premises or having more than one contact person.

 

Current Sign Up Flow

The current sign-up flow has multiple entry points and a completely skippable Savings Calculator. We are looking to streamline and simplify this process

 
 

Proposed Solutions

We start by redesigning the Price Plan module, making it more compact and responsive.

 

Sign Up Flow

We simplify the signup flow by removing the Savings Calculator, as it does not provide any added-value to the user. This resulted in a more efficient and straight-forward signup flow.

We built wireframe, information architecture, and working prototypes as proof of concept.

 
 

The user can add multiple premises into a single sign-up application.

The user can also add a billing contact person to receive billing emails.

 
 
 

UX, UI, Onboarding