LIGHTING THE WAY
WITH SOLAR POWER
So Energy launched a new product, Solar Energy, but faced challenges in attracting both current and new customers. The branding of this product felt disconnected from the overall So Energy brand, and the customer experience was less than ideal. Obtaining an accurate quote proved to be difficult due to a confusing landing page and a self-service tool that left customers frustrated. Additionally, the new product needed to find the right audience, as the messaging and feelings about the product and service had to be tailored to a specific demographic. The challenge was clear: simplify the customer journey, enhance the overall user experience, ensure that customers could obtain accurate quotes with ease, and effectively target the right audience.
THE CHALLENGE
Up until 2022, So Energy’s solar quote process was like navigating through a maze. The landing page for solar inquiries was isolated from the main website, forcing customers to rely on a clunky self-serve tool. This disconnect created a labyrinth of usability issues, leading to quotes that missed the mark. So Energy needed more than just a design update—they needed a complete reimagining of how customers engaged with their solar products.
The goal was twofold: create a seamless, intuitive experience that would guide customers smoothly from curiosity to quote and craft a visual identity that would not only attract a broader audience but also stand out in a crowded market. My role? To design a solar visual brand identity that would shine brighter than the competition.
THE APPROACH
The analysis of the competition aimed to determine how So Energy could carve out a niche in the solar market. Three distinct propositions emerged: Affordable, Combined, and Premium. Each proposition offered a unique pathway for potential solar customers and required a visual identity that reflected their vision and perspective on solar power. After conducting several usability tests, the decision was made to pursue a combination of the Combined and Premium approaches. This final choice showcased images of bright light and highlighted the advanced technology of their solar batteries and panels. It also included strong, clear messages that evoked an activist voice, advocating for the use of renewable energy such as solar power.
With these propositions established, work commenced on wireframes to create a smoother and more intuitive user journey. The goal was to guide customers effortlessly through the quote process, eliminating confusion and reducing frustration. Every click, scroll, and interaction was carefully designed with the customer experience in mind.
THE RESULTS
By streamlining the quoting process and aligning it with a newly crafted visual identity, the overall experience was transformed from disjointed to seamless. The solar product became more appealing to So Energy's existing customers while also attracting new ones, creating a distinct identity that set it apart from competitors.
The enhanced user experience allowed customers to receive more accurate quotes with significantly less hassle, improving their overall journey with So Energy. The new solar visual brand identity resonated with a broader audience, making solar energy not just an option, but an exciting and accessible choice. Ultimately, the process was not just fixed; it was redefined, paving the way for So Energy's customers to embrace a brighter, solar-powered future.