My Role

As the sole designer on this project I identified the target market, designed a solution, and tested prototypes to observe the solution's effectiveness. Through competitive analysis, mockup sketches, prototyping and designing I was able to design a viable solution for a more modern user -centric redesign. For the design to be thoughtful and well-executed it must be informed, so the first step was to conduct thorough research about the industry and the consumer, examine how other energy companies approach exhibiting their solutions and explore how leaders in the space are approaching it.

Empathy Mapping

Secondary research and competitive analysis gave me a better understanding of who I was designing for. Focusing on user pains, motivations, actions, and thoughts provided insight into the benefits of an improved search and checkout process. Here I have constructed an empathy map to better identify specific user needs and motivations.

Who are the users?

The user will be business partners and less so the general public, so the appeal of the website needs to be appealed to a more experienced crowd.

Userflow

After gaining a better understanding of the users motivations, behavior, and goals user flows and red-routes were identified. User flows were outlined to visualize the users journey, uncover bottlenecks, and provide insight into how people move through the site.

Wireframing and High Fidelity Design

The first iteration of high fidelity design began as I added brand color, typography, logos, and high quality photos. The first low fidelity mock-ups created were wireframes which I constructed using the basis of user flows, competitive, analysis, and user research. The wireframed red-routes were then converted into a functioning clickable prototype which I used to conduct guerilla usability testing.