Kvartplata+ — From Search to First Payment

Kvartplata+ helped millions of users pay utility bills, submit meter readings, and manage recurring services. The mobile app had more than 3 million installs, but the web experience was over ten years old and no longer matched how people discovered or paid for services.

In 2021, we redesigned web and mobile in parallel. The web product also had to take on a new role: attract users through search, explain the service before registration, and guide them toward the app.

New users had to create an account before they could even check whether their provider was supported. Service discovery was split across separate tools, while adding a full set of household services required too much manual work.

Returning users had a different problem: unclear payment selection, multiple addresses, complex forms, hidden meter-reading requirements, and weak feedback after payment.

Legacy version (2010–2021)

I led the experience design across responsive web and mobile.

I audited the existing product with analysts, mapped the main user journeys, and worked through service-provider and system constraints. I then translated that into a new information architecture, end-to-end flows, reusable interaction patterns, and implementation support with product and engineering.

Our audit showed that the product needed to answer two different questions.

For a new user:

For a returning user:

This became the foundation of the redesign. The web focused on discovery and acquisition, while the application handled recurring payments, multiple properties, meter readings and payment history.

Registration used to be the entrance to the product. Users had to create an account before they could even explore available services.
We introduced deferred authentication: public pages let users browse regions, providers, and categories first. Authentication moved closer to the point where a user needed to save a service or complete payment.
This removed the first commitment barrier and exposed the product’s value earlier in the journey.

The redesigned web experience introduced public, indexable pages for regions, service categories and providers. Users could search by provider name or tax identification number without entering the private payment area.
The web explained what could be paid through Kvartplata+ and directed users towards the mobile application for address-based discovery and recurring service management.
This created an additional organic acquisition channel and established a clear relationship between the public website and the application.

+22% organic entry traffic
+18% search-to-service discovery
−27% bounce on regional pages

The previous app separated catalog browsing, address search, and personal-account search into different navigation models.

We consolidated them into one entry point while preserving four ways to find a service: address, account number, provider catalog, or QR code.

The system combined billing data with the national GIS Housing and Utilities registry to suggest services automatically for a property.

−28% failed searches
+23% search-to-service conversion
−31% time to find a provider

Utility data was inconsistent by nature: a provider might be unavailable, a billing period might not exist yet, amounts could require manual input, and meter readings might be required before payment.
The redesigned flow covered more than five key system states and replaced generic errors with clear explanations and next actions.

−34% support escalations
−26% failed payment attempts
−39% dead-end sessions

We redesigned “My Services” around properties instead of provider lists. Services were grouped by address, with a total for each property.
Users could select bills, exclude unnecessary services, enter custom amounts, and discover new providers in the same workspace.

+19% multi-bill payment completion
−17% service-selection errors

Legacy forms treated required fields, reference information, and secondary settings as equally important.
We introduced progressive disclosure: essential inputs stayed visible, optional sections collapsed until needed, and validation appeared next to the relevant field.

The same model was applied to meter readings, highlighting only the meters that currently required input.

−33% validation errors
−18% time to complete payment

We introduced a unified payment history across web and mobile.
Users could check payment statuses, find receipts and filter operations by address, period or keyword. Neutral styling represented completed operations, while exceptional states used colour to request attention.
This turned the history from a transaction archive into a reassurance tool: users could quickly understand whether everything was in order.

One important constraint was data access: public pages could expose providers and service availability, but balances, meter readings, and personal account data had to remain behind authentication.
This shaped the product into two connected layers — public discovery and an authenticated service workspace.