Severn Trent Case Study
The challenge:
How can Severn Trent (ST) use our website and digital campaigns to engage minority groups and create an attitude and behavioural change regarding looking after sewers?
Our solution:
Presenting a video prototype displaying our three key features, one of which is a marketing strategy we intend to use to promote sustainability and environmental responsibility through creating awareness about preventing blockages.
Take a look at the video to learn more about our final outcome.
Project outline
Duration:
6 weeks
Miro
Tools used
Figma
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Microsoft Teams
Google Forms
My roles:
User researcher
Team mediator
Understanding the brief
1. Enhance the user experience by making the website intuitive, easy to navigate and visually appealing
2. All designs are mobile-friendly, providing a seamless experience on various devices.
How can Severn Trent (ST) use our website and digital campaigns to engage minority groups and create an attitude and behavioural change regarding looking after sewers?
Allowing non-native English speakers to actively participate and have a better experience when navigating the site.
1. Provide clear guidelines on the correct way to dispose of waste, highlighting what is not permitted to be flushed or dumped down drains.
2. Supply users with a comprehensive resource on the causes and prevention of blockages to prevent blockages.
The problem
Context
Blocked sewer pipes are a significant problem in the UK.
Causes
Wipes
Sanitary products
Cooking oil & fats
Impact
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Disrupts the smooth operation of sewer sytems.
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Affects public health.
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Substantial costs for maintenance and repairs.
Tree root intrusion and ageing infrastructure are also primary causes.
Secondary research
To get some further information on blockages and the many factors that come into it, each of us did some secondary research on our chosen topics. The topics included:
(1) Non-English speaking groups in the ST region
(2) Behaviours related to waste practices
(3) Ecosystem of drainage and sewer systems
(4) Severn Trent users and values
(5) How do digital campaigns work and create an impact?
Below are our key insights:
1
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In 2021, a further 7.1% (4.1 million) of the overall population were proficient in English (English or Welsh in Wales) but did not speak it as their main language.
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Most common languages other than English (English or Welsh in Wales) in 2021 were Polish (1.1%, 612,000), Romanian (0.8%, 472,000), Panjabi (0.5%, 291,000), and Urdu (0.5%, 270,000).
4
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ST provides “high-quality water and waste services to more than 4.5 million homes and businesses in the Midlands, from Bristol's outskirts to Sheffield's southern suburbs”.
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Their key values include: Taking Pride, Having Courage, Embracing Curiosity and Showing Care.
2
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Water and sewerage companies respond to approximately 368,000 sewer blockages every year and three-quarters of those are caused by fats, oils, and grease.
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Percentages of people from various locations in the UK who admit to pouring grease down the sink: South West: 58%, London: 56%, North West: 55%, North East: 52%, South East: 50%.
3
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Fatbergs in the sewer system can seriously affect sewage flow and potentially lead to sewage backflow through toilets, baths and sinks, resulting in costly repairs and maintenance.
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Disposal of unflushable products via the toilet such as wet wipes, are an increasing contributor to environmental and infrastructural challenges such as water quality and plastic pollution.
5
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Digital campaigns are an online marketing approach formed by the company to increase their engagement, revenue and conversions.
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Referenced as the “best investment” to create a safe space for brands amongst a million other brand campaigns. Launching a campaign is the most encouraging way to get the brand’s audience involved.
Primary research
After understanding the ins and outs of the problem through reliable sources, we moved our focus to primary research. To start the initial primary research phase, we used surveys involving qualitative and quantitative questions to gain as much data as possible efficiently. All our survey respondents were 18-25 year old students from Loughborough University. The insights we received are as follows:
More than 80% of our survey respondents did not speak
English as their first language.
Most students understand what basic things are allowed down the drains (including kitchen and bathroom environments), but they find some specific items confusing.
From the survey, we found that over 70% of students experienced blockages in their accommodation. Here are the causes of blockages and their attitudes towards dealing with them.
The most common causes of
blockages for students were hair and food scraps.
88% of students said they would
be more careful in the future.
Interviews
For the next primary research phase, we conducted in-depth interviews with five particpants.
Four of those participants were international students living in student accommodation buildings on and off campus. Our participants were Chinese, Indian, Turkish and Norwegian. They provided us with data to identify who our target users are, the challenges they experience and their desires.
Insights from the student interviews:
1. Lack of awareness about the impacts and consequences of their actions.
2. Many of their wrongdoings are out of habit and what they are used to.
P1
"I am not aware of any sustainable effects."
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Some tools and products will be helpful.
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Disposes all liquids in the sink as it's easier.
P2
"I forget about it and dump it down the drain."
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They feel old pipes cause more blockages.
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Refuses to call for help due to language barriers.
P3
"I don't know what products can be thrown down the drain"
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Environmentally friendly enthusiasts will care about their behaviour unlike others who are not
P4
The pipes burst in our flat and we don't know why."
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Lots of oil is hard to dispose of.
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No one pays attention to the infographics provided.
The remaining participant was an accommodation manager who helped us gain a deeper understanding of why blockages are becoming an increasing problem within international student accommodation buildings.
Insights from the accommodation manager interview:
Matthew
Manager of an accommodation located in the Loughborough town centre
Behaviour
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The drains get cleaned sometimes once a month.
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The building did not take measures to overcome the wrong usage habits of the residents.
Insights
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Hair, food and milk are their main causes of blockages.
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Solid lumps form when milk becomes sour also causing blockages.
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They don't view blockages as a big problem because they don't happen very often
Analysis
Once we felt we had obtained an excellent amount of information, each of us individually worked on the analysis for us to get different perspectives and discuss a diverse range of insights.
After we agreed on what the primary research informed us of, we collectively worked on the empathy map. This was one of the more significant tasks during the project as not only does it bring together each team member's points, but it also highlights any patterns between what the participants think, do, feel or say. As a group, we began to notice that what they think and do are complete opposites and they have a strong feeling of confusion due to the lack of awareness.
Persona
Combining the secondary and primary research, we made a persona representing our target users. The persona allowed us to empathise with the user's pain points and envision their end goals in the context of the project and brief.
Background
Aamir Khan
Age: 23
International student
Lives: En-suite accomdation off-campus with 7 other international students
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During his previous experience dealing with a blocked kitchen drain, he found milk curdling into a solid mass. So he bought some tools to fix the blockage, but he eventually had to ask the maintenance man for help.
Pain points
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Most blockages in his kitchen are caused by the solidification of grease and the build-up of food debris, which are difficult for him to deal with.
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Not sure if the waste he takes out will cause a blockage in the sink.
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It is not easy for the maintenance staff to explain the cause of the blockage.
End goals
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Reduce the probability of blockages in his home.
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In the event of a blockage, he will know exactly what tools can be used.
User need statement
As an international group member living in midlands, I need a solution that enables me to raise awareness about waste disposal habits among my flatmates who use the communal kitchen about the consequences of sewer blockages and its impact on themselves and the environment.
Vision statement
We believe there is an opportunity to design a website and marketing strategy using a more visual language to help international householders raise awareness of preventing blockages whilst encouraging them to engage with it, leading to more positive attitudinal and behavioural changes.
Usability testing
With the vision statement in mind, we conducted usability testing on the Severn Trent website with four participants who are a part of our user group. Using quantitative analysis and the think-aloud method, we discovered that most participants found the website confusing. This was evident in the number of errors they made and the time it took to complete a task.
Quantitive data
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Systems Usability Scale <50 comes under unacceptable range.
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Even a user whose first language is English took a while to complete the task.
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Most participants took a while to navigate around the website to finish the task and made lots of errors, which increased clicks and reduced their attention span.
'Think aloud' feedback
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Confused about page navigation.
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Often found themselves lost particularly with the plumbing page
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Felt there was a lack of navigational shortcuts or direct links within the screens.
Ideation
Now that we understood who our user group was and got an insight into the challenges they were experiencing with the website, we began devising various ideas. With the help of the crazy eight technique, we created many how might we (HMW) statements to reframe our insights into potential opportunities. To assist our group in deciding which HMW to proceed with, we each voted on the one we liked best and made it a priority. (The stars shown in the image represent our votes)
This project phase involved a lot of iteration until we were all happy with the idea chosen. We were in a cycle of liking an HMW but soon realised it had low feasibility or was too complicated.
My role as a team mediator was also prominent during this stage. As a group, we often had many disagreements, but I helped guide the group members towards a mutual agreement.
Core features
Our proposal encompasses three main features: visual engagement, strategic promotion, and eco-awareness. I will take you through each of them, starting with the visual component
Visual Engagement
The campaigns pictured below prioritise visuals over text to ensure inclusivity and assist in overcoming language barriers, allowing diverse individuals to engage with the content effectively.
2. Home Page
On the homepage, we provide direct access to prevent blockages so users do not have to search anywhere else, as this was a task that increased search time for participants in usability testing. In order to comply with 1.4.9 of the AAA standard we removed image-over-text and incorporated clear sections for user convenience.
3. Navigation
The navigation page was one of the most confusing pages for the participants while testing. To address confusion, we introduced a navigational section with images for clarity, simplifying the user journey and reducing language-related difficulties. This can be imitated throughout the navigation bar.
4. Plumber Page
The plumber page had a lot of congested text which made the users uninterested and confused about how to proceed. By adding markers and clear steps, we enhance user interest and guide them through the necessary actions.
5. Blockage Page
The blockages page was one of our main focuses, as it was directly linked to the brief. Through the use of images, iconography, and clear steps, we have tried to create an intuitive page with reduced text and scrolling, improving user experience.
We have also added quick-access buttons so users can jump to the sections they want to see. We have added images to show directly what the tips are that reduce reading time. We have also demonstrated very clearly that one could change the language if they needed to, which was something that we noticed through our usability testing as people would not use the accessibility feature existing on the page.
Strategic Promotion
Our second feature is being strategic. It is important to consistently raise awareness through various channels, in order to optimise user reach and engagement. So, we have addressed higher traffic pages and incorporated our campaign amongst them so that users would be able to view this more often leaving a mark.
1. Payment Page
As you can see below, we have used the white space on the payment page and incorporated our campaign to show quickly and consistently the visuals of various tips that we would have used across all platforms.
2. Plumber Page
On the plumber page, we have introduced a clear banner with a call to action button to reach a plumber directly instead of reading it through the text. We have also added quick access features that link to different pages on the website with visuals so that users can go and find advice that they need while they wait for the plumber, as they would already have a plumbing issue.
Eco Promotion
Our last feature is eco promotion. It is a marketing strategy that we use to promote sustainability and environmental responsibility through creating awareness about preventing blockages. According to a YouGov survey, the most popular frequency of UK adults visiting a supermarket is weekly, which is very high. So, to raise awareness, we have come up with the idea of using a supermarket fin, which has been proven to be successful as the 90-degree angle enables the users to notice the fin as soon as they enter the aisle.
Affect on product sales
By promoting eco-friendly practices and raising awareness, our approach encourages sustainable choices without discouraging product purchases, aligning with supermarket CSR responsibilities. This idea makes consumers more conscious about reducing the sales of single-use plastics and chemical aldrin products while promoting organic, eco-friendly options. Through this, we would cover all bases, making it a win-win situation.
Illustrations
Here are a few illustrated examples of how they can be captivating and engaging. We have used elements like personification and comic bubbles to grab attention along with the bright colours of Severn Trent, increasing their brand image.
Visual example
Below are two examples of how the supermarket fin idea would play out in a store. On the left, you can see the sanitary pad aisle, and on the other side, you can see the fin placed in the oils aisle.
User journey map
Here, I would like to show you how our ideas are incorporated and what the touchpoints are for the users. First, the user would see the infographic in the aisle while getting toilet rolls and doing her weekly shopping. In a few weeks, she would visit the ST website, to make her payment and again see the same infographic making an impression. Over the few months, she would consistently view this, leaving a mark on her brain that the next time she finds herself throwing oil in the sink, she will remember oh, it must be thrown in the bin or collected.
User testing
To evaluate our redesign, we did user testing with a sample size of six students using methods like A/B testing, SUS testing and the think aloud technique.
SUS testing
All users were relatively satisfied with the experience of the improved website. This was evident in our scores, with the highest being 75, the lowest being 55, and the average score equalling 65. Below is a display of the SUS score guidelines.
A/B testing (examples of what some particpants said)
Redesign
“Visually, it looks more engaging and the steps make it more clear to follow and understand.”
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Original
“Too many words cluttered the attention, didn’t know what to read and where to go.”
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Key insights
Below is a feedback chart detailing the number times participants mentioned the same constructive comments regarding the redesign.
Too much text in some places.
More spacing between elements would be nice otherwise looks a bit cramped.
Would be better if the font was bigger.
How can we improve the parts which are hard to read?
Too much text in some places
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Reducing the level of text.
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Emphasising the hyperlinks more to increase visibility.
Font is not large enough
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Add conditional font function.
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Understanding of the page's target audience and streamlined content. Improved utilisation.
Final outcome
After discovering that 70% of Severn Trent users visit the website with their mobile phones, we decided to make a mobile version of the website.
Below is our outcome, updated with minor iterations after user testing.
Future outlook
Incorporate interactive tools on the website to enhance user experience.
Add a blockage risk assessment quiz showcasing blockage hotspots to help users understand their own impact and encourage behavior change.
Sustaining the attention of users with augmented reality games.
Limitations
Risk
How we plan to combat it?
Large sample size and consisted mainly of student groups.
Speak with household residents to gain direct insights for the brief.
Limited time to test and proof the product idea.
A proper user testing should be conducted before product release.
Misunderstandings between us and the stakeholders
Effective collaboration with the stakeholders avoiding miscommunication
A cultural bias with the participants as all team members are Asian.
Ensure our sampling demographic has more diversity.
Personal reflection
Before starting the module, my background in Digital Media and the master's course helped me develop valuable personal qualities such as empathy, organisation, introversion, and loyalty. These qualities proved beneficial to me and my team throughout the module. Being introverted, I excelled in listening and absorbing knowledge from team members, enabling me to analyse and resolve issues effectively. My introversion also facilitated the development of my empathetic trait, allowing me to consider different perspectives and anticipate user experiences. This was particularly helpful in identifying potential frustrations in the redesigned website. Additionally, my focus on inclusivity helped maintain a sense of team unity and collaboration during conflicts.
User researcher
As a user researcher, my primary focus is to gain a deep understanding of the needs, behaviours, and attitudes of the target users to inform the design and development process. I have successfully conducted qualitative and quantitative research methods, analyzed key insights, and crafted a clear vision statement for our desired outcome. Throughout this process, I have empathised with users and strived to envision their desires.
One of the main challenges I faced in this role was accessing and recruiting participants for the primary research. We were already at a disadvantage of being unable to conduct research with household residents, and then, on top of that, we needed to recruit individuals who were students with diverse backgrounds. To overcome this roadblock issue, I worked with my team to clearly outline what we needed to gain from the primary research and why. This helped us in defining our criteria and identifying the appropriate channels to recruit participants.
I'm grateful to have worked with my team as the user researcher as I have expanded on my knowledge of qualitative research and usability testing, polished on my ability to identify hidden problem areas and create engaging user journey maps. These experiences have also improved my storytelling skills, allowing me to effectively convey our ideas and user interactions to the client.
Team mediator
A team mediator is "a neutral individual who guides the members involved towards initiating their own solution so their dispute can end in a mutual agreement". Performing this role allowed me to assist the team players in understanding and focusing on the key aspects of the issues so they can obtain the best possible resolution to their conflict. It was important to ensure there was no judgement from my side to let them freely express themselves and their emotions.
I acted as a good mediator throughout the project, presenting myself as friendly, empathetic, and respectful to team members. I actively listened during disagreements and showed genuine concern for everyone's well-being, despite minor challenges that arose.
Executing this role has taught me valuable transferable skills that will benefit me in both my personal and professional life. These roles have enhanced my problem-solving, conflict resolution, and communication skills, boosting my confidence to work effectively in diverse team environments.
Despite that, I recognize areas where I could have taken more initiative and stayed persistent. For instance, I should have spoken up during task delegation to avoid confusion and offered alternative solutions, especially when members felt stressed about their assigned task because they did not understand what to do. Additionally, I regret not standing my ground regarding decision-making, particularly regarding the layout of our final presentation, as I, along with another group member, believed a different approach would have been more effective. My experiences in these roles could have been further improved as fostering a more empowering environment where all team members can take on leadership roles would enhance the overall team experience. This approach promotes self-management and ensures clear communication, as each individual takes ownership of their responsibilities instead of solely relying on the designated "leader."
Moving forward, I will approach group work differently in future by prioritizing proactive communication and assertiveness to improve outcomes.