Timeline
Jan – Oct 2025.
Role
Conversational UX Designer.
Tools
FigJam, Figma, Excel, Imbee.
Transforming sales experience into a conversational
Iberdrola, one of the world’s leading energy groups, sought to expand its digital product ecosystem into conversational experiences. The challenge was to design the company’s first cross-product conversational library, a unified design framework to ensure coherence across all conversational touchpoints.
I designed a decision-tree conversational bot to help users purchase electricity plans and get instant answers to FAQs. My work focused on crafting intuitive conversation flows with clear calls to action.
Additionally, I delivered a Best Practices Guide and a Content Deck to streamline collaboration, facilitate handoffs, and ensure future scalability of conversational initiatives within the broader product ecosystem.
The Challenge
Ibe as a character
Ibe evolved from a transactional bot into a personable assistant that guides users smoothly through the contracting process
The Flow
Designed over 20 interconnected flows covering every possible scenario users might encounter during the contracting process
Style Guide
Developed a comprehensive guide outlining best practices for writing in Ibe’s distinctive voice and tone
From Ibe to flows
Testing the new experience with real data
To validate the new experience, I designed an initial flow addressing the pain points and drop-offs identified through data analysis
Data revealed a clear pattern: the more personal information users were asked to provide, the higher the drop-off rate.
Out of 811 people who started the flow on April 4th, 2025, only 272 reached the point where they were asked to provide their bank details, and just 155 completed the contract signature. The highest drop-off occurred when payment information was requested, clearly indicating a lack of trust in the environment.
The solution
To build greater trust among users, I relied on five responses addressing their main concerns
Reinforced security messages at every critical step
Include a form-like component to create familiarity with e-commerce flows
Kept the cart always visible, giving certainty about what is being purchased
Added personalized consumption tips, making Ibe a true assistant
Reached goals
- Improved the user experience by applying UX heuristics to ensure clarity, efficiency, and trust throughout the conversation.
- Facilitated the purchase of electricity plans, guiding users step by step through a decision-tree flow.
- Increased conversions by streamlining the sales process and reducing friction points.
- Provided quick and accurate responses to FAQs, minimizing the need for human intervention and improving customer satisfaction.