Our website helps to keep customers connected.
Following Equilibrium's successful launch of their website two years ago, Western Power subsequently developed a new brand and customer experience
A Western Australian community asset
The Western Power website is accessed on a daily basis by a diverse user base ranging from mum's and dad's at home, through to small businesses and big industry. Our task was to build a website where it is possible to empower residential
and business customers to intuitively “self-serve”
Developed for a wide range of audiences
Western Power's customers include the entire Perth and South West adult population, as well as all businesses in this region. Important users of the site include land developers, local councils, and electrical contractors. Extensive scoping was undertaken with virtually all areas of Western Power's business to formulate an initial strategy.
Residential
Business
Land Developers
Local Councils
Electrical Contractors
User research
Our UX team used several research methods to uncover customer pain points on the existing website, such as adding surveys, screen recording and heat map tracking on the existing website. We also performed 1-on-1 interviews with end-users
and facilitated usability testing on both the existing and proposed website. We
Advanced power outage tracking
Another important part of the site's redevelopment was to improve the way end-users access information during planned and unplanned power outages. These are events that drive significant spikes in website traffic.
Extensive efforts were directed into the development of real-time power outage feeds featuring an interactive map. It is the first of its kind in
Stakeholder engagement
Given the complex nature of Western Power's operations, we undertook extensive internal stakeholder engagement. We facilitated communication between departments and ensured the project was kept on track.
Reporting faulty streetlights
We developed an important tool to allow users to report damaged or faulty streetlights. Users can access and interact with a map which shows every streetlight on every street in Perth.
Robust infrastructure
Extensive security and load balance testing
Balancing the load
The website on average receives hundreds of concurrent users. However, in a power outage
This was recently tested in a real-world large scale power outage situation with the site being hit with thousands of concurrent users within a space of 3 minutes. The peak in traffic was sustained over a period of 30 minutes, but the load balancing environment worked as intended and handled the traffic with ease.
Growth
As well as developing a robust and powerful website, Equilibrium is responsible for driving traffic to the website through 'always-on' and periodic campaign paid search activity. We also developed digital executions for the 'Make the Safe Call' and 'Before anything risky, look 360' campaign.
Results
Since the website's launch, call
%
fall in call
%
increase in paid search trafficconversions
%
click-through-rate (CTR)