Research, Digital Acquisition Strategy & Web Redesign for a Fortune 250 Energy Company

The Opportunities

Visitors to the existing website were not converting to customers
People were confused about the different types of available plans, how plans differed based on geographic location and the steps necessary to successfully switch providers

We simplified the presentation of plans, pricing, and steps for people interested in changing energy providers.

Researched the customer base according to various aspects of the online selection/purchasing experience and tracking/reporting capabilities, developed detailed customer personas with corresponding workflows, and created proof-of-concept artifacts to drive the redesign of a national energy provider’s website
This led to the incremental design of improved online components, including a conversion-driving redesign of the multiple product offerings and related purchasing workflows