Initial trials
The Plain Numbers version sought to communicate the same information in a way that was clearer and easier to understand.
We asked 5 comprehension questions to really prove whether customers understood the communication. We considered someone being able to answer 4 of these questions correctly an example of good understanding.
In this trial questions to participants included:
'How much water have you used in the first half of the year?' and 'What is the total cost for the water used in the first half of the year?’
Thames Water:
customer bill
We recruited 1,000 participants representative of the UK population for this trial.
500 people saw an existing communication and 500 saw the Plain Numbers version.
Research results:
Original version, answering
at least 4 questions correctly
Plain numbers version
The Plain Numbers Method in action
Numbers themselves
Combined the quarterly charges, removed the 4 decimal places and moved the calculations to the sidebar along with a link to read finer detail.
Numbers in context
Talking ‘human to human’ and making the numbers relatable by providing context and comparators.
How we think
No decisions are needed but seeking active engagement so introduced clearer headings to support ‘fast’ / System 1 thinking.
Full research results for Thames Water here.
The Plain Numbers version of the customer bill
Click on the image to view the detail.
