Sibelga is the only distribution network operator for electricity and natural gas in the 19 communes of the Brussels Capital Region. Sibelga is also responsible for reading meters and for validating and administering consumption data. The company has around 1,000 members of staff.
During an interactive workshop with internal stakeholders the online goals and concrete KPI’s for the new website were determined. A baseline measurement was made up with the collected information. This will help us to interpret our future data analysis measurements.
A second workshop was needed to gather insights about the goals, the tasks, the needs and pains of the different user groups. With the data collected during these workshops, personas were created. Then goal-based customer journey maps were drawn for each of the personas. They visualize the touchpoints of the persona with Sibelga while achieving their goals.
The multi-channel content strategy that was developed, contains the digital strategy and a communication plan focused on the different target groups.
An expert evaluation of the existing Sibelga website(s) and communication channels provided insights in the field of UX & digital marketing strengths and weaknesses.In addition, a competition analysis provided us with an overview of best practices with related recommendations.
Structuring & End User Validation
Using all information collected during the previous phases, a general digital architecture was developed. This answers the question: Which channels or tools support the user at what time with what question?
After this general structure was outlined, we focused on the Sibelga website. The different information flows were drawn to achieve both the business and marketing objectives and the user objectives. This resulted in a first structure (information architecture) for the new site.
To ensure that end users find their way in this new structure, online tree tests were organized.A tree test evaluates a hierarchical category structure, or tree, by having users find the locations in the tree where specific tasks can be completed.
Using tree testing we were able to find out if:
- Our labels made sense to the end users,
- The content was grouped logically for them,
- They could find the information they want easily and quickly.
After a few iterations with end users and stakeholders, we came to a final version of the information architecture and we could start wireframing.These wireframes (page templates) were also validated with end users during user tests.
Finally, the validated and optimized wireframes were annotated as input for the future development party.
Defining online goals & KPIs
Creating personas and customer journeys
Tree testing & User testing
- Online Goals & KPIs
- Personas & Customer Journeys
- Multi-Channel Content Strategy
- Information Architecture
- Annotated Wireframes
Humix will assist Sibelga in the coming months with the selection, briefing and follow-up of the development party. Our focus will mainly be on monitoring the user and business requirements. CONVERSION OPTIMIZATION Once de new website is live, Humix will be responsible for the conversion optimization. Based on the developed measurement framework, the new site will be continuously monitored and adjusted. Concrete recommendations for improvement will be made.