Northumbrian Water Group (NWG) is one of the UK’s largest water companies, with an ambitious vision. However, its customer site provided a frustrating experience for users looking to perform simple tasks which, in turn, generated negative customer feedback as well as a high number of web drop outs and increased pressure on call centres.

Having set an ambitious target to migrate customer contacts from call centre to online self-service, NWG approached RY to deliver a best-in-class digital experience.



Our focus was getting users to complete tasks easily and efficiently. We audited the experience and conducted a series of workshops where we defined the four key user journeys: Moving Home, Paying Bills, Meter Readings and Self-Service, starting with a mobile-first approach.

At the same time, the brand and UI teams were exploring how the new experience could visually engage audiences. Our solution was to create a modular UI design system, providing NWG content teams with the flexibility to upload new content while retaining brand consistency across the online experience. From an external perspective, this approach meant that all customers would receive the same unparalleled experience regardless of the device they’re using.



The new site went live at the end of 2019 and, after only six weeks, the customer feedback was hugely positive. NWG has seen a massive increase in key metrics, including a 70% increase in online account registrations, 40% increase in eBilling registrations, and a 9% reduction in bounce rate.

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