National Grid US
How have I helped keep New York and Massachusetts powered by simplifying National Grid’s service experience?

Senior Product Designer | 2024

64%

less drop offs when starting a service

20M+

customers helped

2x

faster starting services

700M$

dollars transactioned

From Challenges to Goals

Low findability → Improved accessibility

67% of users abandoned starting a new service because finding their address was difficult due to the old UX. The goal was to improve accessibility, reduce errors, and help users complete the process confidently.

Fragmentated → Integrated Experience

Users were frustrated, and business costs rose, because submitting documents offline disrupted the digital experience. The redesign integrated document uploads and identity checks, streamlining the process and reducing approval times.

Delays → User-Controlled Scheduling

Users experienced confusion and delays because they couldn’t choose when workers would visit to start or stop their service. The redesign introduced self-service scheduling, giving users control and reducing wait times and frustration.

Opportunity

How might we make the service management process more efficient and seamless?

Validating our hypothesis

Through stakeholder and user interviews, data analysis, and competitor research, I identified major pain points and prototyped solutions to make service management more efficient. User testing validated our assumptions, and I led the team in redesigning the Start Service flow to simplify online requests.

We significantly improved the Start Service flow by introducing auto-filled address options, streamlining document uploads, and providing clear guidance on next steps, enhancing user experience and reducing friction.