Ofgem
Ofgem
Using design to influence policy and create a user-centred energy grant experience
Client
OFGEM
Client
OFGEM
Project type
UI Design, Design Systems
Project type
UI Design, Design Systems
Role
UI Designer
Role
UI Designer
Tools
Sketch
Tools
Sketch
Visual materials for this project are protected under an NDA and cannot be shown here.
I'm happy to share more context individually upon request
Visual materials for this project are protected under an NDA and cannot be shown here.
I'm happy to share more context individually upon request
Visual materials for this project are protected under an NDA and cannot be shown here.
I'm happy to share more context individually upon request
Problem statement
As part of the UK’s commitment to reducing carbon emissions, the government launched a new grant scheme to incentivise heat pump installations. Previous schemes had failed due to poor uptake, convoluted processes, and lack of trust from both the public and installers. There was no existing digital service to support the new approach, and our challenge was to design one from scratch that worked for both parties involved.
Problem statement
As part of the UK’s commitment to reducing carbon emissions, the government launched a new grant scheme to incentivise heat pump installations. Previous schemes had failed due to poor uptake, convoluted processes, and lack of trust from both the public and installers. There was no existing digital service to support the new approach, and our challenge was to design one from scratch that worked for both parties involved.
Problem statement
As part of the UK’s commitment to reducing carbon emissions, the government launched a new grant scheme to incentivise heat pump installations. Previous schemes had failed due to poor uptake, convoluted processes, and lack of trust from both the public and installers. There was no existing digital service to support the new approach, and our challenge was to design one from scratch that worked for both parties involved.
Goals and objectives
Create a digital service that simplifies the application process for the general public
Design a smooth, dual-sided journey that also supports certified installers
Test and iterate rapidly to ensure a usable and trusted service
Align with GDS service standards and ensure accessibility
Influence wider policy and legislation through validated design recommendations
Goals and objectives
Create a digital service that simplifies the application process for the general public
Design a smooth, dual-sided journey that also supports certified installers
Test and iterate rapidly to ensure a usable and trusted service
Align with GDS service standards and ensure accessibility
Influence wider policy and legislation through validated design recommendations
Goals and objectives
Create a digital service that simplifies the application process for the general public
Design a smooth, dual-sided journey that also supports certified installers
Test and iterate rapidly to ensure a usable and trusted service
Align with GDS service standards and ensure accessibility
Influence wider policy and legislation through validated design recommendations
Discovery and research
Research Methods
Weekly user testing sprints with both user groups
Interviews with homeowners and certified installers
Analysis of pain points from previous government grant schemes
Workshops with policy teams to understand legislative constraints
Key Insights
Lack of trust due to failure of past schemes
Process confusion when passing information between homeowners and installers
Users struggled with knowing the “next step” and what was required from them
Poor communication between both user types often led to dropouts
To kick off the project, I initiated a robust discovery phase that aimed to understand the needs of both ends of the supply chain.
Research Methods
Field visits to restaurants and planning offices
One-to-one interviews with restaurant managers and planners
Remote stakeholder workshops spanning the UK, US, France, and Canada
Co-design and ideation workshops to rapidly generate and validate ideas
Cross-functional collaboration with a Business Analyst to build a holistic service view
Key Insights
Manual stock entry and communication methods led to frequent errors
Restaurant managers found the existing tools confusing and burdensome
Planners struggled with incomplete or inconsistent data
Regional operations varied, so a one-size-fits-all solution would not work
A flexible system needed to accommodate global requirements and localisation
Key Outputs
Key Outputs
Streamlined forms and tasks to reduce drop-off
Smart triggers that sent tailored instructions to each user group
Help and guidance at key points to reduce uncertainty
A modular structure allowing for future legislative changes
Visual materials for this project are protected under an NDA and cannot be shown here.
I'm happy to share more context individually upon request
Visual materials for this project are protected under an NDA and cannot be shown here.
I'm happy to share more context individually upon request
Visual materials for this project are protected under an NDA and cannot be shown here.
I'm happy to share more context individually upon request
Design process
Foundation & Principles
We started by mapping the full service journey for both applicants and installers. Pain points were identified where communication broke down or the journey became unclear. Key opportunities emerged around simplifying handoff and clarifying responsibilities.
Component Creation
We worked in one-week sprints to build, test, and iterate the prototype. Using the GOV.UK Prototyping Kit ensured we met accessibility and service standards from the start. Each round of user testing generated actionable insights that directly informed design changes.
Outcomes and impact
Service was validated through continuous testing with both user groups
Policy teams adopted design-informed recommendations for how users should interact with the grant
The service directly influenced legislative structure — demonstrating the value of user-led design
Service was successfully launched and remains active, evolving through ongoing feedback
Outcomes and impact
Service was validated through continuous testing with both user groups
Policy teams adopted design-informed recommendations for how users should interact with the grant
The service directly influenced legislative structure — demonstrating the value of user-led design
Service was successfully launched and remains active, evolving through ongoing feedback
Outcomes and impact
Service was validated through continuous testing with both user groups
Policy teams adopted design-informed recommendations for how users should interact with the grant
The service directly influenced legislative structure — demonstrating the value of user-led design
Service was successfully launched and remains active, evolving through ongoing feedback
Get in touch
To discuss a project or request a copy of my CV
Hassan Kadeem Design
Get in touch
To discuss a project or request a copy of my CV
Hassan Kadeem Design
Get in touch
To discuss a project or request a copy of my CV
Hassan Kadeem Design