Untangling Deregulated Energy: Strategic UX for a Complex Multi-State Market
Impact
Redesigned the underperforming core product to improve efficiency, enhance user experience, and reduce operational overhead across multiple state markets.

The company
WattBuy, Series A clean energy startup helping consumers switch to cleaner energy through data-driven recommendations.
My role
Founding designer
(Director of Design on paper)
Product
(B2)B2C energy platform – consumer marketplace for electricity and solar, plus APIs for enterprise partners.
This project
Redesigning an intricate enrollment flow
What I did
Usability testing and analysis, UX improvements, UI design, illustration, copywriting
Other players
Collaborated with CPO for rollout prioritization; engineering for implementation and understanding API requirements.
Timeline
~4 months
Challenges
Flow challenges
Providers required varied field sequences – needed one flexible design accommodating all APIs.
Regulatory variation
Unique enrollment requirements across deregulated states, with Texas requiring credit checks and deposits.
Business risk
Redesigning our sole revenue source without breaking what was working – missteps could be catastrophic.