Connect the message to the next action
Design routes from marketing emails to relevant cover pages.
Why it matters Maintain continuity between the offer a customer sees and the journey they enter.
British Gas / Product story
Making appliance cover easier to buy and manage.
Connecting acquisition, cover selection and account self-service in the Home Services experience.
01 / Understand
The challenge
The customer experience extended from a marketing message through cover selection and payment into policy management. Confusing choices, form friction and hard-to-find account actions could undermine that experience at different stages.
What informed the work
I combined end-to-end journey reviews and heuristic evaluation with Adobe Analytics, UserZoom sessions and customer-support feedback. The approach focused on practical, high-impact improvements within the available evidence and delivery constraints, rather than treating every touchpoint as a separate redesign.
02 / Focus
Decisions behind the experience
Clarify the purchase sequence
Create step-by-step cover selection and payment layouts with contextual guidance.
Why it matters Help customers understand choices and reduce ambiguity during form completion.
Give customers control after purchase
Bring policy details, updates, renewals and payment actions into a clearer dashboard.
Why it matters Support self-service beyond the initial transaction.
The journey at a glance
- 01Relevant offer
- 02Select cover
- 03Complete purchase
- 04Manage the policy
03 / Make it tangible
The product in practice.
Explore the actual screens and project artefacts. Select an image for a closer look.
A purchase touchpoint for selecting appliance cover.
An account-information step within the connected journey.
Payment-form design is part of the wider completion experience.
04 / Deliver & learn
From direction to delivery
I prioritised work against business objectives, technical feasibility and observed customer friction. High-fidelity prototypes made proposed cover, payment and dashboard journeys tangible for internal reviews and stakeholder feedback.
What came out of the work
The work delivered designs across the full cover journey and account-management experience. This case focuses on those delivered journeys and the reasoning behind them.
Product perspective
What this work shows
Purchase and service are one product experience. Supporting the customer after payment is as important as helping them get through checkout.
Looking forward
How I would evaluate the next iteration
A proposed measurement lens, separate from the project results reported above.
Purchase
Cover-selection and payment completion by step.
Self-service
Successful policy updates and renewals without support.
Clarity
Task errors, comprehension and contact reasons.