Intentional
We focus on what matters – using strategy, insights and data to inform our decisions.
Criteria
Every aspect of our product and service is intentional. We start by clearly defining the user problem or need we are addressing, focusing on solving the right thing. We establish clear success criteria and metrics from the outset, ensuring we can measure our impact and deliver a valuable outcome.
We ensure we are designing our products and services based on evidence. We use research to evaluate our ideas with real people, approaching our work with a desire to learn. Qualitative insight, combined with quantitative data, allows us to continually improve our service from everyone.
We help our users achieve their goals from start to finish. We make our users’ experiences as seamless as possible, providing a single, clear path that guides them from the moment they begin to the moment they complete their goal.
Inclusive
We consider everyone - providing accessible, human and relatable designs.
Criteria
We consider everyone. We’re committed to making our experiences accessible to all, ensuring that no is left behind. We ensure our usability tests include a diverse set of archetypes including those with accessibility needs. All of our digital touch points adhere to the accessibility guidelines detailed in our company policy.
We know sometimes our users just need to talk to a person. We make it easy for customers to connect with a real human who can help them resolve complex issues quickly and respectfully.
We create a safe and productive environment for everyone. To enable our people to provide a great service we avoid any incentives that might lead to a negative experience. We consciously design positive interactions that lead to a better experience for everyone, a sustainable future for OVO, and a positive impact on the world.
Connected
We join the dots connecting the offline and the online to create a seamless and coherent experience for people - however they engage.
Criteria:
We ensure users do not have to navigate the friction between departments, teams or our technical infrastructure to get what they need. This ensures we are not exposing our organisational structures through fragmented experiences.
We believe transparency and collaboration drives better quality outcomes.We share feedback with each other regularly and amplify progress and impact across the company, fostering a culture of customer centricity and collaborative design across OVO.
We follow a data model and API first approach to ensure our data flows consistently across our products and services. This makes it easy for users to update their information and ensures those changes are instantly and consistently reflected across every touch point.
We ensure our experiences look, feel and act like one cohesive unit, whether you’re receiving a letter or email, talking to an advisor, or using our app. We use tools like service blueprints to map these journeys across channels.. Consistency builds trust and gives our users confidence that they’re getting the same high quality service however they interact.
Ethical
We care about people and design with integrity - doing the right thing to inspire trust and confidence.
Criteria:
We build trust by being transparent. Key decisions are presented clearly and early in our journeys. We make conscious design decisions to avoid deceptive patterns that could mislead users. We communicate with empathy and respect to create safe and supportive experiences.
We ensure clear communication. We ensure our user will always know the cost and time a task will take, and whether the service is a good fit for them. By setting clear expectations from the start, we help our users make informed decisions and feel confident using our service.
We make our services intuitive by providing information when and where it's needed. We offer contextual help that supports the user without causing distraction. Complex information is made simple through thoughtful storytelling, clear language and visualisation to make it easy to understand and action.
Effortless
We optimise for clarity - keeping things clear, simple and minimising clutter.
Criteria:
We always provide a clear path forward. We ensure that users are never stranded or run into a dead end. Whether users are on the right path or not, we guide them to a clear outcome, explaining next steps with clarity on what to do next.
Our experiences are designed to feel familiar and match their purpose.. We endeavour to meet and where possible exceed our users’ expectations recognising that a user’s expectations are defined by past experiences. Every touch point is designed to feel familiar and intuitive. Our users can use our products and services with no prior knowledge.
Memorable
We take pride in creating a compelling experience - sweating the detail from every pixel to the last letter (even when no one’s looking).
Criteria:
The quality of our products and services is apparent in every touchpoint. Our design language is bold and optimistic, reflecting the positive impact we aim to achieve. Every detail is considered, from the overall journey to the smallest component creating harmony across every touch point. We hold ourselves and others accountable to our Experience Standard.