Turning Confusion into Clarity: How Bournemouth Water Transformed the Customer Bill

A smart redesign that reduced customer queries, cut costs, and helped households take control of their water usage.

The Challenge

Bournemouth Water recognised a recurring problem: their customers didn’t understand their bills. Confusing layouts, unclear consumption data, and hard-to-decipher charges were leading to an influx of calls to the contact centre — and increased frustration on both sides.

Our Approach

We reimagined the water bill from the customer’s point of view. Using design thinking and behavioural insight, we stripped back unnecessary jargon, prioritised clarity, and introduced smart visual cues that made key information — like usage trends and costs — easy to find and act on.

This wasn’t just a new layout. It was a communication tool designed to educate, empower, and build trust.

The Results

• Significant drop in customer enquiries related to bill comprehension

• Lower operating costs through reduced call centre volume

• Improved customer confidence in managing water usage

• Positive feedback from customers on the new design

Why It Matters

For essential services like water, clarity equals confidence. When customers understand their usage, they’re more likely to reduce it — helping both household budgets and environmental goals. This redesign turned a bill into a conversation starter..