Contenu connexe Plus de E Source Companies, LLC (20) Key Findings from the 2011 E Source Website Study1. Key Findings from the 2011
E Source Website Study
Stephanie Spalding
Research Manager, E Source
EUCI Web Self-Service Conference
www.esource.com January 2012
2. The Good!
“a real pleasure”
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3. “ clever and fun”
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5. “awesome!
great resources
I would feel prepared and
informed”
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6. The Bad …
“Overall it was a
frustrating
experience.”
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7. “This was just too many
steps and kind of
annoying.”
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8. “The site is poorly
organized and a few years
behind the times.”
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9. … and the Ugly
lost, confused,
“
and frustrated. Should
be revamped.”
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10. “What ahorrible online
account page.”
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11. awful
“This was a pretty
experience.”
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13. New in 2011: Social Media
Source: Pacific Gas and Electric Co.
Source: Baltimore Gas & Electric
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14. Which Features Were Reviewed?
General Information Secure Mobile
Home Page Registration and Login Home Page
Contact Us My Account Contact Us
Payment and Billing Account Balance Outage/Emergency
Options Account History Reporting*
Moving Online Bill Viewing Outage/Gas Leak
Energy-Saving Tips Online Payment Status
Programs and My Energy Use Registration and Login
Services Outage/Gas Leak My Account
Search Status Account Balance
Online Account Online Payment
Management My Energy Use
Work Order Status Account Alerts*
Payment Payment
Arrangements Arrangements
* = Only reviewed on mobile devices
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15. Which Companies Were Included?
The largest electric and gas companies in the U.S.
and Canada plus a representative set of small and
midsize utilities
100 companies met our criteria, including 94 that
were also reviewed in 2009
72 companies provided us with account information
to review secure options
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16. How Were Reviews Conducted?
Between December 2010 and April 2011
By task in four phases
Tasks by company were randomly assigned
Questions reviewers asked:
Was the feature available on the website?
Was it easy to use?
Reviewers commented on their experiences,
provided ratings, and took screenshots of each
feature
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17. Who Were the Reviewers?
Six people recruited from our local Boulder,
Colorado, community
Three men, three women
Internet and mobile-device savvy
Two reviewer segments:
“Transactional” reviewers view and pay their bills online.
“Informational” reviewers use the web but do not view or
pay their bills online.
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18. How Was Quality Controlled?
We provided extensive training
Supervisors scrutinized reviews for consistency
between the comments and the rating given, and to
ensure our processes were followed accurately
Half of the reviews were conducted a second time
by a different reviewer
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19. Methodology Changes
Tasks were not named
Reviewers were given an unnamed scenario describing
the task they should attempt (“Task A,” not “Payment and
Billing Options”)
This change was intended to remove any bias toward
looking for an exact feature name.
Task A
Scenario: You’ve been receiving and paying your bill through
the same methods for years and are curious what your other
options are. You go to the website to investigate.
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20. Methodology Changes (cont.)
Limited review without account access
If we didn’t have account access, we did not attempt to
review several features that we determined would only be
available behind a login:
My Account
My Account (Mobile)
Account Balance
Account Balance (Mobile)
Account History
Online Account Management
Online Bill Viewing
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21. What Is “Usability”?
A measure of the reviewer’s experience using the
web to accomplish their task.
Usability rating Interpretation
5 (very good) Excellent experience; easy to find and/or use; there are
no suggestions for improvement
4 (good) Good experience; reasonably easy to find and/or use;
has few areas that need improvement
3 (average) Average experience; neither easy nor difficult to find
and/or use; has obvious areas that need improvement
2 (poor) Poor experience; difficult to find and/or use; requires
significant improvements
1 (very poor) Very poor experience; the option is present on the
website, but is extremely difficult to find and/or use;
requires significant improvements to be usable
© E Source
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22. What Is “Functionality”?
The percentage of the 29 features that were found on
an electric or gas utility’s website.
Example: If we found 20 of the 29 features we
looked for, the functionality score would be 69
percent.
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23. Overall Performance of Utility Websites
Account Access No Account Access
5
Average functionality = 75%
Average rating for each website
4
Usability
Average usability = 3.1
3
2
1
0 20 40 60 80 100
Functionality
Average percentage of features found
© E Source
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24. Slight Preference for Apple Devices
Overall mobile average usability = 3.0
Total features tested on mobile devices = 781
5
Average usability
4
3
2
1
BlackBerry Curve (88) iPad (145) iPod Touch (445) Sanyo Zio [Android]
(103)
Mobile device (number of features reviewed on device)
Note: Usability was rated on a scale from 1 to © E Source
5, where 1 = very poor and 5 = very good.
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25. Usability Ratings Lowest for Online
Payment and My Energy Use
Average usability
Feature
rating
My Energy Use 2.91
Online Payment 2.87
Online Payment (Mobile) 2.83
My Energy Use (Mobile) 2.78
© E Source
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26. Not Much Difference Between Mobile
and Desktop Usability
Mobile Desktop
Outage/Gas Leak Status
Home Page
Account Balance
Payment Arrangements
Feature
Contact Us
Registration and Login
My Account
Online Payment
My Energy Use
1 2 3 4 5
Usability rating © E Source
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27. Most Common Mobile-Optimized
Features
Outage/Emergency Reporting 13
Mobile-Optimized Feature
Home Page 10
Outage/Gas Leak Status 8
Account Balance 6
My Account 5
Contact Us 5
Online Payment 4
Registration and Login 4
Account Alerts 1
0 2 4 6 8 10 12 14
Number of Sites Supporting
© E Source
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32. What’s Next?
E Source Customer Experience Conference
May 7-9, 2012
Green Valley Ranch, Henderson, Nevada (close to Las
Vegas)
Highlights:
Utility Chief Customer Officer Keynote
Outside industry experts (Zappos, FedEx, etc.)
Zappos Insights Tour
Great facility, networking, and dining!
www.esource.com/ucec2012
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33. For More Information
Stephanie Spalding
Research Manager, E Source
303-345-9121 stephanie_spalding@esource.com
@EsourceSteph
Have a question? Ask our experts: www.esource.com/question
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