CleanChoice Energy: UX-Led Redesign to Scale Renewable Energy Access
CleanChoice Energy is a renewable energy provider committed to making clean power accessible to everyone. They needed a UX strategy to simplify multi-product enrollment and boost conversion for their suite of energy plans. I led user research, restructured content architecture, and designed modular interfaces—transforming an outdated platform into a fast, intuitive, and conversion-focused experience.
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Outdated Brand Experience – The visual design failed to reflect CleanChoice’s mission-driven ethos or position it as a modern energy alternative.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.
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 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
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?
“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
This project operated on a compressed timeline to support an upcoming marketing push, with enrollment lagging despite strong mission alignment. I collaborated closely with the VP of Design to fast-track both research and design—diving into content audits, user journey pain points, and visual updates in parallel.
While the project had strong executive support, we needed to work around legacy platform constraints, balancing user needs with existing tech architecture. Most updates had to be implemented without backend changes, which meant strategic prioritization was essential.
Above all, we had to create a credible, emotionally resonant experience that wouldn’t just explain CleanChoice’s offering—but make it feel like the easy, obvious choice.
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.
