BRITISH GAS BUSINESS

Redesigning Quotation & Renewals journeys for Business Energy

Overview

The Quotation & Renewals project was a strategic redesign initiative aimed at improving one of British Gas Business’s most commercially critical journeys the process through which small-to-medium business customers request, review, and accept gas and electricity quotes or renew their existing contracts online.


As Lead UX/UI Designer, I was responsible for leading the user research, data analysis, interaction design, and usability testing that transformed the end-to-end experience. The redesigned flow streamlined complex pricing logic, improved clarity for customers, and introduced visual transparency in savings and tariff comparisons.


The result was a major uplift in online conversion, reducing dependency on call-centre renewals and positioning digital self-service as a primary sales channel for B2B energy contracts.


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The Challenge

Before the redesign, British Gas Business’s quotation and renewal journeys suffered from low engagement and poor conversion. Customers found it difficult to compare energy options, understand contract terms, and complete the process without assistance. The original journey was fragmented, non-responsive, and prone to errors contributing to a conversion rate of just 14%. The challenge was to rethink the digital quoting experience to:

  • Simplify complex pricing and tariff data into clear, human-readable choices.
  • Build trust and transparency into energy comparisons.
  • Enable easy renewals and switching for existing business customers.
  • Increase online completion and reduce call-centre intervention.
The design also had to integrate with legacy pricing APIs and maintain compliance with energy-market regulations.

My Approach

I began with data analysis of existing user journeys and drop-off points using analytics, heatmaps, and customer feedback. This was followed by remote and in-person user testing with business owners and energy managers to understand cognitive load and decision-making behaviour. The insights informed a series of user journey maps and wireflows, focusing on simplification, context, and reassurance. Working closely with product owners and developers, I produced a high-fidelity prototype to visualise the new flow, incorporating progressive disclosure to guide users through pricing, contract options, and final confirmation with minimal friction.


We conducted A/B testing of several UI variants to validate the ideal layout, pricing visibility, and call-to-action sequencing. Iterations were tracked through analytics to confirm behaviour changes before full rollout.


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Solution

The final solution delivered a data-led, conversion-optimised experience:

  • Simplified Tariff Comparison: Clear visual hierarchy with monthly cost summaries, contract durations, and saving indicators.
  • Guided Renewal Flow: Step-by-step process with contextual help and visual confidence markers to reduce decision hesitation
  • Dynamic Pricing Integration: Live tariff data fetched directly from APIs with validation to ensure pricing accuracy.
  • Responsive Interface: Fully optimised for desktop, tablet, and mobile, ensuring cross-device continuity for business users.
  • Conversion Measurement: Real-time analytics tracking completion, dwell time, and abandonment for ongoing optimisation.
The redesign improved clarity, confidence, and perceived transparency, transforming renewals into a frictionless self-service process.

UI Output

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Outcome

Post-launch data showed a dramatic uplift in digital conversions:.


- Quotation conversion increased from 14% to 70%.
- Renewals increased by 115% within six months.

The improved experience reduced customer confusion, lowered call-centre volumes, and saved thousands of operational hours monthly. It became a benchmark project for future digital sales transformations within British Gas Business. For me, this project demonstrated the measurable value of user-centred design in revenue-critical workflows showing how clarity, simplicity, and trust can directly drive both customer satisfaction and business performance.