Choose Energy

Choose Energy hero image

 

Product, Ux, Visual Design

Marketplace redesign for desktop and mobile.

Choose Energy is the leading retail energy marketplace where you can shop for the best electricity and natural gas products for your home or business.

The company’s approach is transforming a 100 year old market worth over $1.5 trillion.

Choose Energy was acquired by Red Ventures

 

Problem, limitations, solution

Deliver accurate shopping results; make those results easy to digest, understand and compare. Create a trustworthy shopping experience that is compelling and rewarding.

Limitations were multifaceted — resources, timing, real concern about impacting the conversion rate negatively, even momentarily (as is very often the case with major design changes).

Fostering a shared vision supported by qualitative data, implementing experience/Ui changes incrementally and A/B testing to gain quantitative insights.

Results included, significant increases in conversion rates, greatly improved product experience (branding, Ux, Ui) which in turn led to higher levels of trust amongst customers and suppliers.

 

Desktop app

Meticulous iteration, research, and testing helped us evolve new design options to express the shopping experience.

 

Choose Energy - plan results

 

Revised design

Choose Energy - revised-desktop

 

Energy plan details (overlay)

Choose Energy - desktop design

 

Customer profile

Experimenting with profiles helped us understand some of the potential ways to extend the value of the customer relationship.

 

Choose Energy - customer profile

 

Mobile app

Conversion rates were very low on mobile, despite respectable traffic. Applying what had been learned from the work done on the desktop app, the experience was completely redesigned, re-engineered, and relaunched.

 

Choose Energy - mobile app

 

Design sprint for mobile

This process allowed us to tackle a cross-section of challenges with a diverse and committed team. In-depth prototype testing in contrasting markets resulted in a successful product relaunch (+65% conversion rates).

 

Choose Energy - sketches

 

Prototyping for mobile

High and low fidelity prototypes were used in testing.

 

Choose Energy - prototype

Choose Energy - mobile prototype

 

Customer behavior map

Illustrating essential insights about the decision-making processes of the audience were used to support design proposals.

 

Choose Energy UX chart