- 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