E.ON Italia
Leveraging regulation to deliver better service
E.ON Italia, a renowned energy provider and a long-term client of ours, approached our team to support the development of a new, improved version of their main customer touchpoint: the utility bill.
Although this need arose from new ARERA regulations coming into effect on 1 July 2025, it also represented an opportunity for E.ON Italia to redesign the bill from a more user-centric perspective, while keeping in mind their internal organisational requirements and recent global rebranding.
To address this challenge, a multidisciplinary team — including service designers, UX designers, UI designers, and copywriters — worked closely with different E.ON Italia’s departments to deliver the PDF bill, digital bill, bodymail, and a supporting communication journey.
The project began with a detailed review of the new ARERA guidelines, followed by interviews with stakeholders to gather requirements, map pain points across touchpoints, and identify opportunities beyond regulatory needs.
From these insights, new modular layouts were developed for each touchpoint, covering different customer groups (residential, condominium, and business) and utility-consumption scenarios. The layouts were designed to provide a clear overview while gradually revealing detailed information. Information flow and hierarchy were streamlined; tooltips, graphics, and icons highlighted key elements; and tables and calculations were simplified for clarity.
Although much of the PDF bill was regulated, there was room to include additional messages as proactive support for customers in unusual consumption situations. This helped E.ON Italia identify and prioritise the use cases, shaping explanations through concepts, copy, and visuals.
Together with E.ON Italia, we identified the need to offer a tool capable of helping the users manage their energy better while being comprehensive and consistent across different mediums.
Continuity and consistency across digital touchpoints were also ensured in the Energy Wallet digital tool. Here, users could access much of the data already shown on the bill, presented with the same visuals and color coding. These design choices strengthened clarity and trust, giving customers a quick reference and a seamless link between the bill and the digital ecosystem.
The outcome was a comprehensive playbook with all the components needed for deployment and implementation.
To further refine the designs, 12 focus groups with customers from different segments revealed additional insights and informed key decisions. At the same time, a strategic communication plan was developed to guide customers through the bill change, with targeted messages before, during, and after the launch. This helped improve understanding and reduce support requests.
“Even in a highly regulated context like this one, it’s possible to redesign such an important touchpoint with our customers by focusing on their needs and expectations — starting from our deep understanding of them and prioritizing what truly matters. Validating our hypotheses and prototypes directly with customers is always a best practice that should never be skipped. Finally, this great result wouldn’t have been possible without amazing cross-functional collaboration, bringing together all our competences and knowledge.”
Francesca Lavagnoli
Head of Customer Experience E.ON Energia
“It’s been a privilege to face this paradigm shift in the world of bills. The challenge was to navigate a completely new regulation while keeping the customer at the center — remembering what people still value today and enhancing what’s new.
It was a great challenge turned into an opportunity, where we raised the bar in clarity, quality, and customer understanding”
Anna Capasso
Performance Management & Reporting Manager
Customer Operations Division E.ON Energia
“This was a really challenging but rare project where one could see the immediate impact of the work of so many different design disciplines so quickly, at such a large scale. We are talking about 1 million contracts that would engage with the new bill.”
Aishwarya Rathore
Senior Service Designer
About the project
Client
E.ON Energia S.p.A.
Year
2025
Expertise
Industry