Improving the end-to-end user experience

Product Design
UX Design
Responsive Web Design
Design System
Prototyping
Usability Testing
User Research
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Client

Inspire Clean Energy

Team
Kathryn LaPann
Lead Product Designer
Cassie Huck
Senior Product Designer
Tommy Lisiak
Product Manager
Anand Patel
Senior Engineer
Megan Ratto
Engineer
Julie Budd
Senior Analyst
Goals
Increase conversion rates of new customers through the online sign-up funnel.
Improve the quality of information provided throughout the funnel to reduce call and chat volume.
Develop a global design system with customizable component blocks to facilitate rapid iteration and site enhancements.
My Role
Developed global design system and component library alongside product designer Cassie Huck. Led the effort to test and iterate on the sign-up funnel to optimize conversions and page content.

Opportunities

1.
Update the sign up funnel
Update Funnel Page design to provide more information on Inspire services and make Plan Cards more clear. We used this opportunity to update and document the design system to be more cohesive going forward.
2.
Create Abandoned Cart Interstitials
Add touch points with customers who drop off in the funnel. Create an Abandoned Cart experience  for email and web.
3.
Improve customer retention
Create a Referral Reward Program (using the 3rd party tool Extole) to connect with users after they sign up and increase new customer conversions that stick.

Global Design System

Modernize and Streamline
We overhauled the global design system to work more efficiently across departments when deploying and testing new pages and hypotheses. This effort included color palette, typography, tokens & components. We took these atomic elements and created “slices” or sections that can be used modularly to create custom experiences.

Global Design System

Modernize and Streamline
We overhauled the global design system to work more efficiently across departments when deploying and testing new pages and hypotheses. This effort included color palette, typography, tokens & components. We took these atomic elements and created “slices” or sections that can be used modularly to create custom experiences.

Global Design System

Modernize and Streamline
We overhauled the global design system to work more efficiently across departments when deploying and testing new pages and hypotheses. This effort included color palette, typography, tokens & components. We took these atomic elements and created “slices” or sections that can be used modularly to create custom experiences.

Global Design System

Modernize and Streamline
We overhauled the global design system to work more efficiently across departments when deploying and testing new pages and hypotheses. This effort included color palette, typography, tokens & components. We took these atomic elements and created “slices” or sections that can be used modularly to create custom experiences.
Components

Modular components

Prismic Slices
Prior to this effort, there was no specific handoff process between design and engineering. We took this opportunity to develop a system for documenting functional requirements on a slice by slice basis. Each component  includes variations on alignment, imagery, color, and text to make the system flexible and robust.
HomePage 2.0

Plans page testing

Usabilty Test Overview
We conducted an unmoderated usability test to determine which plan cards yield a higher level of clarity for the user around plan types, how it works, and the subscription intro rate.
Research objectives
  • What gets users to select a plan?
  • Is the messaging clear?
  • Are the value propositions appealing?
Funnel Page 1.0
Funnel Page 1.5

Test Results

1.
Layout
Most users would prefer to see all plans on one page without needing to click through a carousel.
Opportunity: Try stacking plan cards vertically.
2.
How it works
Users are consistently asking how clean electricity works.
Opportunity: Include more content around how exactly Inspire empowers customers to add clean energy to the grid. Consider including some content around RECs and how they work.
3.
Transparency
Most users are looking for more explicit content around pricing, and how Inspire stacks up against other energy solutions.
Opportunity: Include a table to compare Inspire’s clean energy plans against standard utility and solar solutions.
4.
Pricing
Terminology is not clear between subscription and pay-per-use plans. Many users are left wondering what the final cost will be for their household, after promotional rates.
Opportunity: Omit the use of the words “contract” and “fixed rate”.
Funnel Page 2.0

Outcomes

2x

Address entry ratesitewide

+19%

Plan selection increased 19% MoM

+29%

Volume of orders increased by 29% MoM