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


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

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


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

Get in touch

To discuss a project or request a copy of my CV

hello@hassankadeem.com

Hassan Kadeem Design

Get in touch

To discuss a project or request a copy of my CV

hello@hassankadeem.com

Hassan Kadeem Design

Get in touch

To discuss a project or request a copy of my CV

hello@hassankadeem.com

Hassan Kadeem Design