Case Study

Leading the Redesign of a Flagship Consumer Marketplace

Impact

A flexible product foundation that improved clarity, expanded partner offerings, and set the stage for nationwide growth.

Context

The company

WattBuy, Series A clean energy startup helping consumers switch to cleaner energy through data-driven recommendations.

My role

Founding designer

Product

(B2)B2C energy platform – consumer marketplace for electricity and solar, plus APIs for enterprise partners.

This project

Our consumer platform had grown into two fragmented flows that confused users and slowed expansion into new categories. I led and executed redesign to unify the experience, clarify energy data, and create a scalable marketplace framework supporting future services and partner integrations.

What I did

Research (usability testing, qualitative interviews, competitor + market analysis), experience mapping, ideation, UX and UI design, illustration

Timeline

~8 months

The Problem

Fragmented experience

Unclear product value and almost no value at all in 33 states

No context for data

Energy info without meaning or clear connection to choices

Unclear decision flow

No guidance on how to compare plans or choose confidently

Not scalable

Couldn't support new offerings or enable business growth

Approach

I used research and early UX explorations to understand how people navigate energy decisions and what blocks them. Paired with our business goals, these insights defined the user goals and guided how we prioritized the solution.

Research

Usability testing (energy enrollment)
Qual (energy perceptions)
Quant (electrification trends)
Competitor + market audit

Business Goals

Offerings for users in all 50 states
Increase revenue from energy enrollment
Enable a scalable marketplace for partner offers

User goals

Understand their usage, costs, & impact in context
See all electrification options in one place
Choose confidently with clear, personalized guidance

Solution

A Clear, Unified Way to Explore Home Energy Options

The redesigned experience brings the most important information to the surface, simplifies how options are presented, and gives users clear context for every choice.

1 Prioritized data

Surfaces the key usage, cost, and impact metrics users need to understand their home energy profile at a glance.

2 More approachable design

Replaces dense, technical layouts with clear, friendly UI patterns that make a wide range of energy products easier to compare and explore.

3 Impact toggle

Lets users see how each product relates to their actual energy usage and costs so they can make informed, confident decisions.

Solution

Consistent Cards Across Categories

I designed a modular card system that adapts to different partner types — services, devices, and plans — while keeping comparisons consistent and easy to scan. The structure flexes to support new categories, data points, and partner copy without redesigning the layout each time. This gave users a clearer way to evaluate their options and made it easier for us to onboard new partners.

1 Services

Programs focused on lowering or shifting usage.

2 Physical products

Devices and appliances users can install at home.

3 Factoring in gas payments

Some options raise electric use but reduce gas or overall costs.

Solution

Energy Plans

I redesigned the plan cards to show high–low monthly costs instead of averages, which was the core decision making barrier for users.

I also added clear tags (WattBuy’s Pick, Cheapest, Popular) and a partner banner for plan perks.

The result is a simpler, more transparent comparison.

Impact

Making Energy Decisions Easier

The redesign made it easier for people to understand their options and continue through the flow, while giving us the structure to support more types of offerings. This expanded revenue opportunity and reduced losses from early enrollment drop-off.

11

New product and service categories added

$200k

Customer value retained by reducing enrollment drop-off (yearly)

See enrollment flow case study