Case study: Opus Energy

The brief Opus Energy wanted to validate changes to their site navigation and identify any potential concerns.

They sent across the schematic below for us to validate and told us what the goal the Business priorities were for this phase of work:

  • Priority on product pages

  • Focus on key customer journeys

  • Deliver the shortest route to key pages

  • Better lead generation

  • Focus on 'energy generation’

  • Assimilate Blog and Brighter Business content

Methodology The method of testing I chose was a tree-test via the Optimal workshop platform.

Preparation To create the test scripts I had to conduct a content audit and IA review

Content audit findings The audit uncovered a few things

  • 3 broken links

  • Multiple related domains

  • 167 pages

  • Normal Pages: 148

  • Skipped, Redirected pages: 16

  • Skipped, Other pages: 1

  • Errors: 2

  • Duplicate Content: 17%

  • Common Content: 21%

  • Unique Content: 61%

  • 10 topic types identified

  • Popular topics: Business advice, Renewables, Environmental issues and thought leadership

The client shared their Google Analytics with me too and judging by their page views, clicks and campaign performance we were able to identify the following user priorities:

  • After-sales support

  • Product consideration

  • Account management

  • Careers

  • Brokerage

  • Complaints

The data analysis suggested the client sitemap would not to meet both the business and consumer priorities. So I decided to test another sitemap in tandem to keep the cost down and validate my argument that a different approach would be better.

Suggested structure with rationale

These assumptions along with the data analysis lead to the creation of the following test questions:

  1. Where would you expect to go to pay your bill?

  2. Where would you expect to go to change plans?

  3. Where would you go to find all available products?

  4. Where would you go to find a job with the company?

  5. Where would you go to complain about something?

  6. Where would you go if you wanted to sell the energy you generated?

  7. Where would you go for Power Purchase Agreements information?

  8. Where would you go for Broker information?

  9. Where could you find business advice on the site?

  10. Where could you find the latest news and campaigns?


The test produced the following results and two false negatives:

The two false-negatives were trivial and only occurred because of the optimal workshop platform. Had we used full designs instead of a tree-tests, completion rates would have been higher.

Using this data, we presented back a modified site-map that we felt met all user needs.

We also conducted a full UX review and implemented them alongside the IA changes.

Impact The long-term impact is being monitored, however, it is believed customer sentiment has increased alongside conversion rates in the short-term.