MY WORK
Simplifying Energy for Texas Residents
A local analytics company that used advanced math and science to solve problems facing the energy industry had been tasked by their parent company, NextEra, a global leader in the space, to create an online solution that dynamically researched and enrolled Texas residents in the best energy plans. The wanted a solution that would establish deep relationships and solved the complexities of energy:
The volume of energy choices were overwhelming.
Prices increased the longer a consumer is with a provider.
Many consumers didn’t know they were paying too much.
Consumers felt powerless over their energy budget and the ability to manage their rates.
Client
Power Wizard
My Role
Experience Strategy Lead
My Deliverables
User Experience
Product & Website Strategy
Identity Oversight
UI Design, Copy, Dev Oversight
Year
2019
My approach started with reviewing all of the existing materials they had about the project and the market. I made sure I was fluent enough to earn their trust.
Next I facilitated a workshop to get to know the team and what they were trying to accomplish. Most of them hadn’t been exposed to user experience practices, so I made sure to emphasize the purpose and value of the work I was leading. I helped them understand that when we look at the solution through the eyes of their target audience, we can design something they’ll actually use. We need people to actually use the product if we want it to succeed.
I quickly got up to speed on how energy works in Texas. If you’re not familiar, it’s the only state that manages its own grid, and it’s one of a handful of states with a deregulated electricity market. This means Texas residents can choose their electricity providers, just like picking a health care provider or phone service. It also means that electricity prices are constantly changing based on the weather and supply and demand. So it’s a dynamic and often volatile environment that can be very confusing and overwhelming for consumers. If they’re not paying attention, they can easily end up overpaying.
We worked together to outline personas, journey maps, and requirements, which I formalized into shareable documentation. I created a wireframe prototype of the solution and tested it on Texas residents that aligned with our personas. I helped the team select a creative agency and consulted with them to establish a brand identity for the tool. I hired a UI designer to create a branded interface based on the final version of the wireframes. I consulted with the development team during production, attending daily standups and sprint meetings, and making sure the solution we launched aligned with our vision.
More of My Work
Granum
Brand and website experience for the merging of two landscaping software companies.
Twin Cities in Motion
Brand, portfolio, and website experience for a nonprofit movement organization.