UX Strategy & Enrollment Flow Redesign to Accelerate Clean Energy Adoption
CleanChoice Energy offers a suite of clean power plans—but their enrollment experience was slowing users down. Despite strong mission alignment, confusing content architecture and outdated page structures were limiting conversions across key campaigns.
I led the UX strategy to uncover friction points, restructure the enrollment flow, and design a more intuitive, modular experience that supported faster decision-making and greater trust.
The result wasn’t just a refreshed interface—it was a strategic shift that made clean energy feel simple, credible, and accessible.
The Challenge: Friction-Filled Enrollment and Messaging Gaps
CleanChoice Energy needed a UX strategy that could simplify enrollment and build trust in a competitive renewable energy market. Despite strong values and offerings, the site struggled to guide users toward confident sign-up.
Key issues included:
Unclear Plan Information – Users didn’t fully understand what they were signing up for or why it mattered.
Overwhelming Enrollment Flow – A fragmented process created drop-off points and eroded trust.
Outdated Brand Experience – The visual design failed to reflect CleanChoice’s mission-driven ethos or position it as a modern energy alternative.
The project required a research-driven redesign to deliver clarity, streamline enrollment, and position CleanChoice as the trustworthy, accessible choice for renewable energy.
Original landing page, where dense copy and unclear next steps contributed to user drop-off.
My Role in This Project
I led UX strategy, research, information architecture, and visual design for this high-impact redesign—restructuring the site to align with user needs and business goals, while designing a modern interface that supported enrollment and built trust.
Working in close collaboration with the VP of Design, I had strong ownership over both the UX process and the final visuals. I conducted user research and testing, redesigned complex enrollment workflows, and created reusable patterns that elevated the brand’s credibility across the site.
While this case study highlights my design leadership, it was a highly collaborative effort—built alongside a skilled cross-functional team listed further below.
This early design brief helped align business goals, user outcomes, and interface priorities across teams—providing a shared North Star before implementation began.
Designing for — Climate-Conscious Customers Seeking Simplicity
CleanChoice Energy’s website had to do more than explain clean energy—it had to convert curiosity into action. For many potential users, the desire to make environmentally responsible choices was strong, but confidence in the process lagged behind. Our UX strategy had to bridge that gap with clarity, transparency, and ease.
Key user insights included:
Conscious-but-Cautious Renters: These users cared deeply about sustainability but felt overwhelmed by energy choices. They needed a quick, jargon-free explanation of how CleanChoice works, reassurance about costs, and enrollment steps that didn’t require phone calls or paperwork.
Values-Aligned Homeowners: Motivated by climate goals and local impact, these users wanted to understand the real-world benefits of switching—and needed a site experience that felt modern, trustworthy, and aligned with their identity.
We worked from a flexible user persona, Marcus, to keep the experience grounded in lived behavior: limited time, high curiosity, and a desire to do good without unnecessary complexity.
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 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 Process & What I Did
Pinpoint the Enrollment Drop-Offs
Goal: Understand where users abandoned the enrollment flow and why, using analytics and behavioral data.
I started by auditing funnel analytics to see where users most often abandoned enrollment. The steepest drop-offs happened during address entry and again when comparing plan options. Session replays and heatmaps confirmed why: error states were unclear, users questioned whether their address qualified, and plan details were presented in overwhelming blocks of text.
These insights reframed the challenge. The issue wasn’t just that users quit randomly — abandonment clustered around points of friction where confidence broke down. With that clarity, I could focus the redesign on reducing cognitive load and guiding users through these high-risk moments.
Map User Journeys & Pain Points
Goal: Clarify which customer segments struggled most, and where their needs diverged within the enrollment experience.
With personas defined, I mapped their paths through the existing enrollment flow to see where intent broke down. Analytics had already shown drop-offs, but journey mapping revealed why those moments created friction.
Conscious-but-Cautious Renters (like Marcus, above): These users entered the flow with high motivation but lost momentum quickly. Their journey often stalled at the address-entry and plan comparison screens. Error messages were unclear, dense fine print created hesitation, and the lack of upfront reassurance about cost left them uncertain if it was safe to continue.
Values-Aligned Homeowners: These users made it further in the flow, but frequently lingered on plan comparison. They wanted to evaluate environmental impact and trustworthiness as much as price, yet the current design treated those considerations as secondary. Without clear cues, they either delayed completion or dropped out to “do more research.”
Across both journeys, the pattern was consistent: initial curiosity turned into hesitation when the flow demanded more effort than confidence it returned. Where one group felt overwhelmed, the other felt under-informed. Visualizing these divergences showed the flow had to flex — guiding newcomers with clarity while giving more informed users the depth they needed to act with confidence.
Simplify the Information Load
Goal: Reduce friction by restructuring dense, confusing content and breaking it into digestible, decision-ready steps.
The existing design asked users to make high-stakes decisions while reading through long, paragraph-heavy content. I restructured the information architecture into progressive disclosure: bite-sized steps with optional details available on demand.
Key plan features like rate, contract length, and cancellation terms were distilled into scannable bullets, supported by icons and emphasis treatments. Supporting details and legal language were layered in contextually instead of front-loading everything. This shift turned walls of text into manageable steps, helping users focus on one decision at a time.
Prototype a Leaner Path
Goal: Design a streamlined enrollment flow that guided users with fewer steps and clearer actions.
With the new structure in place, I built low-fidelity wireframes and clickable prototypes to test how a leaner flow would feel. The focus was on creating a linear, reassuring path: confirm eligibility, select a plan, enter details, finalize.
Each screen highlighted a single clear action, with secondary options tucked into expandable sections. Error messages were rewritten in plain language with guidance on how to recover. By reducing both the number of steps and the friction within each one, the prototype demonstrated a faster, more confident path to completion.
Validate with Real Users
Goal: Ensure improvements reduced confusion and supported successful completion through usability testing in context.
I ran usability sessions with a diverse set of target customers, testing the prototypes across devices. Observing participants navigate in real contexts highlighted both successes and refinements.
Users moved more smoothly through the address entry step, and nearly all completed plan selection without hesitation. Feedback confirmed that simplified plan summaries increased trust, especially when cancellation terms were surfaced earlier. Small copy tweaks — like clarifying “no hidden fees” — had an outsized impact on confidence.
These sessions validated that our changes reduced abandonment drivers and improved completion rates.
Set Metrics for Ongoing Tracking
Goal: Enable the team to monitor drop-off and conversion data long after launch, ensuring ongoing optimization.
To make sure improvements stuck, I collaborated with the analytics team to define post-launch metrics. Funnel tracking captured completion rates by device, while dashboards flagged where drop-off persisted. We also monitored time spent on plan comparison screens, error frequency, and abandonment during payment submission.
By embedding UX metrics into daily reporting, CleanChoice gained a sustainable way to track user success beyond a single redesign. This shifted the culture toward continuous optimization — treating the enrollment flow as a living product rather than a static form.
The Outcome: Increased Conversions & Streamlined Enrollment
This wasn’t just a redesign—it was a strategic overhaul that made it easier for users to choose clean energy, while giving internal teams a platform they could trust and scale.
✅ 20% Increase in User Satisfaction — Clearer product differentiation and intuitive navigation helped users feel more confident about their choices.
✅ Smoother, Faster Enrollment — A reworked flow reduced friction and drop-off, making it easier for users to complete sign-up with minimal confusion.
✅ Better Understanding, Bigger Impact — Improved content clarity helped users understand the environmental impact of their choices—boosting engagement and trust.
✅ Scalable Foundation for Growth — The flexible UX framework supports future energy offerings and evolving regulatory requirements without starting from scratch.
“Our new homepage and Clean Electricity product page are not only visually elevated—they’re also significantly faster. Page speed alone jumped from 64 to 98, which is a huge improvement for usability and retention.”
“The new site 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!”
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.
Scope & Constraints
Scope:
This project focused on rapidly improving CleanChoice Energy’s enrollment experience in advance of a major marketing push. I partnered closely with the VP of Design to audit content, identify journey pain points, and craft UX updates that would increase clarity, trust, and conversion—without requiring backend changes.
Our aim was to create a credible, emotionally resonant experience that positioned CleanChoice as not just the right option, but the easy one.
Constraints:
Accelerated Timeline: The project ran on a tight schedule to support upcoming ad campaigns, requiring fast alignment across design, marketing, and executive stakeholders.
No Backend Changes: Due to technical limitations, most improvements had to work within the existing frontend structure—demanding precise, high-impact design choices.
Legacy Platform Constraints: Existing architecture limited layout flexibility, so we focused on content hierarchy, microcopy, and visual consistency to guide users more effectively.
Conversion Pressure: Despite strong values alignment, enrollment was underperforming—so UX decisions had to do heavy lifting without overwhelming users with information or friction.
Lessons Learned
Through this project, I gained key insights into designing scalable digital experiences for renewable energy consumers.
Some of my biggest takeaways include:
For future enrollment platforms, I’ll prioritize continuous optimization through behavioral analytics—leveraging heatmaps, session recordings, and journey metrics to surface friction, refine decision paths, and sustain long-term conversion gains.
The Real Win
Helping users choose renewable energy with clarity and confidence—by simplifying everything behind the scenes.
Referenced Frameworks & Reading
A few resources that influenced my approach on this project:
