OVERVIEW
Gas South, a leading natural gas provider in the Southeast, aimed to improve its enrollment process to enhance customer experience, update design aesthetics, and increase conversion rates. We were tasked with redesigning the enrollment process to achieve these goals. This case study outlines our design approach, solutions, and outcomes.
MY ROLE
I led the UI and UX design for the enrollment flow. My work included high-fidelity designs, interaction design, usability testing, A/B test variants, and handoff to engineering. All designs followed the existing design system and visual guidelines to ensure consistency with the updated website experience.
Client
Gas South
Services
Visual Design
UI & UX Design
UX Research
UX Testing
Industries
Natural Gas Utilities
THE PROBLEM
The enrollment flow did not visually or functionally align with the updated website experience. The process felt long and complex, which contributed to drop-offs before completion. Users also struggled during plan selection and service type selection, creating friction and increasing support requests.
CONSTRAINTS
The enrollment flow had to follow a specific order due to business and system requirements. It was a five-step process where a credit check determined plan eligibility, limiting how much the flow structure could be changed. The redesign had to work within these constraints while still improving clarity and speed.
DESIGN SOLUTION
Simplified Enrollment Process
We reduced the enrollment process from 6 steps to 4, minimizing cognitive load and streamlining the user journey.
• Service Details: Users provide service addresses and other relevant details.
• Plan Selection: Users choose their plan and rate type.
• Account Setup: Users create an account and provide basic information.
• Review and Confirm: Users review and confirm their enrollment details.
OBJECTIVE
• Simplify the enrollment process: Reduce steps and minimize cognitive load.
• Improve user experience: Enhance clarity, feedback, and overall usability.
• Increase conversion rates: Encourage more customers to complete the enrollment process.
• Update design layout: Develop a more modern look and feel with a new user-centric design
GOALS
• Align the enrollment flow with the updated website design
• Reduce friction and cognitive load
• Increase enrollment completion
• Lower drop-offs before confirmation
• Make the flow feel fast, clean, and simple
KEY DESIGN DECISIONS
• Reduced the number of steps to improve conversion and lower abandonment
• Updated visual design to match the refreshed homepage and site styles
• Simplified plan selection layouts to reduce choice overload
• Clarified service type selection to reduce confusion
• Refined interactions and content hierarchy to guide users forward
TESTING AND ITERATION
We used A/B testing and session replays to identify friction points and validate improvements. I utilized FullStory to watch real user sessions, which helped uncover where users hesitated, abandoned the flow, or misunderstood plan and service type options.
We tested multiple variations of the flow, including:
• Plan selection layout
• Copy and content clarity
• Showing all plans upfront versus revealing them with expansion
• Service type selection (Turn On, Switch Provider, Transfer, Reconnect, Renew)
Insights from testing directly informed layout changes, content refinement, and interaction updates.
RESUlTS
• 18% increase in enrollment completion rate
• 22% lift in overall conversion rate
• Reduced abandonment during plan selection
• Faster time to complete enrollment
• Fewer support tickets related to enrollment
