Brief
Origin is a top 20 ASX listed company with millions of customers, more than 150,000 shareholders and over 4,400 employees in Australia, New Zealand and the Pacific. With such a large audience, Origin’s Web site is of prime importance in communicating with customers, investors and stakeholders.
Looking to revise their existing Web site, Origin enlisted Reactive’s services to creatively develop a site design system and visual interpretation of Origin’s new brand. The project’s objective was to create an interface for the existing site to better engage with visitors.
The new Web site was to provide a platform for users to get the information they need easily. Ultimately, our goal was to improve the user experience and improve Origin’s online customer service.
Design & Strategy
Origin was in the process of launching a new brand strategy right across their business, which included a new visual identity and style guide. Reactive was retained to extend this new brand online, beginning with the Web site.
The new Web site needed to accommodate future growth of the organisation, including new category content and additions such as campaigns and, promotional content, as well as separate portals.
Reactive designed a template-focused approach that ensures design integrity and brand identity can be consistently maintained across the entire site.
One of the challenges with the project was Origin’s wide-range of customer segments and how best to communicate to these diverse groups and address their varying motivations. A thorough process of customer research, usability testing and information architecture had been carried out to identify opportunities to provide a better experience online for all customers.
Solution
We wanted to help customers get information efficiently, necessitating a sound understanding of their behaviours. As such, the Web site was redesigned to be more of a user-focused offering rather than a process-focused one.
Reactive designed flexible templates to allow Origin to manage content in a dynamic way. Design concepts were developed based on user testing, information architecture and wireframes, which were then produced in HTML and CSS ready for implementation by Origin’s in-house development team.
Moreover, we worked in conjunction with Origin Energy’s internal developers to ensure the designs were implemented effectively.