CleanChoice Energy: UX-Led Redesign to Scale Renewable Energy Access
CleanChoice Energy needed a scalable, user-friendly digital platform to streamline the transition to 100% renewable energy. Through UX strategy, information architecture, and high-fidelity prototyping, we transformed their website into an intuitive multi-product platform that increased customer conversions and simplified complex purchasing decisions.
Project Overview
CleanChoice Energy needed a digital platform that made it easier for consumers to explore and sign up for 100% renewable energy options. I led UX strategy, research, and content structuring to simplify the user journey, making the enrollment process more intuitive across multiple energy offerings. By refining navigation and enhancing usability, we boosted conversion rates and improved clarity, helping more users seamlessly transition to clean energy solutions.
The Challenge: Complex Enrollment & Low Clarity
CleanChoice Energy needed a seamless digital experience that made it easy for users to understand their renewable energy options and enroll effortlessly. However, key issues were preventing conversions:
Unclear Product Differentiation – Customers struggled to compare and understand CleanChoice’s energy plans.
Friction in the Enrollment Flow – The sign-up process had too many steps, leading to high drop-off rates.
Navigation & Content Gaps – Key information was buried, making it difficult for users to find what they needed.
To improve engagement and drive sign-ups, CleanChoice needed a research-driven UX strategy to streamline the customer journey and enhance product clarity.
The Solution: A Research-Led UX Strategy to Simplify Enrollment
To create a seamless and scalable multi-product platform, I developed a research-driven UX strategy that focused on clarity, discoverability, and conversion optimization.
🔍 User Research & Competitive Analysis – Conducted user interviews and benchmarked competitors to identify friction points in the customer journey.
🗂️ Optimized Information Architecture – Restructured site navigation to improve product discoverability and simplify plan comparisons.
⚡ Streamlined Enrollment Flow – Reduced friction by optimizing form fields and integrating automation for faster sign-ups.
🎨 High-Fidelity Prototyping & UX Testing – Iterated on wireframes based on usability testing insights to ensure an intuitive flow.
These improvements transformed CleanChoice Energy’s platform into a user-friendly, conversion-optimized experience that supports both current offerings and future growth.
The Outcome: Increased Conversions & Streamlined Enrollment
The new CleanChoice Energy platform simplified the user journey, making renewable energy enrollment easier and more intuitive.
🔍 20% Increase in User Satisfaction – Clearer product differentiation and navigation improvements enhanced trust.
⚡ More Efficient Enrollment – A frictionless sign-up experience reduced drop-off rates.
📊 Improved Content Clarity – Users better understood plan options and environmental impact.
🌱 Scalable Digital Foundation – The UX framework supports future expansion of energy offerings.
My Role & Involvement
I joined the CleanChoice Energy team in June of 2022 — after the “Website Reimagine” project had been started. I was able to join the UX Team Lead in building out the sitemap, creating atomic modules we could use across the site, and creating a mobile-first experience for each new module and page we designed.
Understanding the Challenge
The current website is not scalable. Specifically, it isn’t mobile-first, doesn’t use eCommerce best practices, and has a dated aesthetic.
The current CMS setup for the website limits the Marketing Team’s flexibility to optimize content for their goal conversation rate.
With the new website, the team worked to create a site that aligns with the following goals:
Increases conversion across all business lines
Decreases CMS-related OPEX
Enables leadership to confidently send investors to our homepage, feeling that it represents our work in an easy-to-navigate, optimized way.
My Involvement & Actions
I AM a potential client browsing the website
I NEED TO understand what CCE services meet my needs
BUT I can’t understand what CCE or its services do
WHICH MAKES ME FEEL frustrated and disengaged. If CCE is a legitimate business, why is it so hard to select the services that are right for me?
Company Feedback
We received glowing feedback from the CleanChoice Energy team! I’ll organize a few responses to the updated design below:
“As you may have seen in the #shoutouts Slack channel, we have a brand spanking new homepage and Clean Electricity (Retail) product detail page! You will find that these pages are elevated, content-rich, and customer-centric....all aligned with our updated branding, look, and feel. Additionally, our PDP page speed has improved from 64 to 98 (100 is the max)...HUGE improvement! Thank you to everyone who has been a part of this project from Tech, Product, UX, Marketing, LRC, and DevOps... it has truly been a group effort and I am so grateful for all the work that has been put in. We are just getting started and I'm so proud of what we've accomplished so far.” - Melissa Sidebottom, Senior Director of Digital Marketing
“This new site is FABULOUS! Love, love.” - Kate Colarulli, Chief of Staff
“It looks and performs amazing. I popped on there early this morning, having forgotten about the update, and gasped at my desk at how great it looked! :)” - SJ Russel, Business Development Coordinator
Results and Takeaways
With the first iteration launched,
Project Team
This project was a cross-functional collaboration across UX, product design, marketing, and engineering, ensuring a seamless and scalable platform for renewable energy adoption.
Lessons Learned
Through this project, I gained key insights into designing scalable digital experiences for renewable energy consumers. Some of my biggest takeaways include:
Clarity is essential for multi-product platforms – Users needed a clear framework for comparing energy plans, reinforcing the importance of intuitive categorization and guided decision-making.
Seamless enrollment flows improve conversion rates – Reducing friction in the signup process, including simplifying form fields and automating address lookups, helped increase completed enrollments.
User research informs long-term scalability – Early research indicated that CleanChoice Energy’s product lineup would continue expanding, which helped shape a flexible information architecture that could grow with the business.
For future projects, I’d focus on continuous optimization through behavioral analytics—leveraging tools like heatmaps and session recordings to refine pain points post-launch and drive ongoing improvements.
