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Understanding what the right trust building levers, both rational and emotional for OVO Energy

Project: Trust & Loyalty Discovery 

Role: Senior User Researcher

What did I do? 

 

Discovery Research consisting of pre-task in-life experience journey mapping, 18 x contextual inquiry and interactive research tasks and a MaxDiff survey of 300 responses to test out themes emerging from the interviews.  

OVO's ambition is to be the most famous and trusted energy brand in the UK and this research is looking to inform what OVO can do to reach this ambition

The overarching goal was to understand what the right trust building levers, both rational and emotional.

 

By deep understanding of a users in-life experiences, we can start to identify 

  • The causes of erosion of trust

  • What things impact trust and how these things lead to trust intention behaviours such as renewing and recommending friends and family

The approach

I carried out workshops with team and wider stakeholders to identity the problem space working through questions such as what do we already know, what is the problem for the business, what is the customer problem we are trying to solve, what are our assumptions, what are the high level questions.  These workshops helped align everyone around the research and gain buy-in.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The Analysis

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Research methods used

  • Journey Mapping

  • Contextual inquiry and interactive activities

  • Max Diff Survey 

 

What were the goals?

  • Understand the causes of erosion of trust

  • Identify what things impact trust and how these things lead to trust intention behaviours such as renewing and recommending friends and family

  • What does a customers in-life journey look like, and what interventions (positive or negative) impacts how they feel about a supplier

  • What interventions can OVO do to prevent erosion of trust and instead create good trust intention behaviours

What was delivered?

  • Insights to inform actions that could be taken to build trust with new and existing customers

  • A changed view of customer relationship management and direction of travel for engagement with OVO 

 

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The approach

I carried out workshops with team and wider stakeholders to identity the problem space working through questions such as what do we already know, what is the problem for the business, what is the customer problem we are trying to solve, what are our assumptions, what are the high level questions.  These workshops helped align everyone around the research and gain buy-in.

Working as a team we scoped out what our questions were and how we were going to answer them

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Working with the UX Designer to work out the research methods and our research approach

Data was organised and coded using both an inductive and deductive approach to coding and this allowed me to look at patterns in the data to develop insights for the team and the sharing of findings

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