Leading Energy
Platform Optimisation
TAGS [UX/UI] [UX Research] [Product Development] [Interviews] [CX Analyst]
COMPANY [Leading Advisory Platform in Switzerland]
TIMEFRAME [July 2024 - March 2025]
SOFTWARE [Figma, Microsoft Clarity, Adobe Creative Cloud, Mural]
Project background
The project is created for the leading consulting portal for energy-efficient building renovation in Switzerland. Renowned for its comprehensive and informative content, the website has consistently received high praise from its users, with customers expressing strong satisfaction with the depth of information provided. With a large volume of visitors, the platform needed to generate even more leads to support its growth.
Given that the website is already well-regarded and cannot be drastically changed, the redesign focused on enhancing the most critical features rather than overhauling the entire look. The goal was to refine the user experience to drive higher engagement and increase lead generation.
My role:
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In my role as the product development specialist and UX/UI designer, I was responsible for implementing data-supported changes to enhance the user experience.
My responsibilities:
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Conducting Research: Gathering insights through user interviews, usability studies, and market analysis.
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Identifying Pain Points: Analysing the user experience to pinpoint challenges and unmet needs.
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Data-Driven Analysis: Leveraging available analytics and user feedback to inform design decisions.
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Proposing Improvements: Recommending design enhancements that align with both user needs and business objectives.
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Collaboration: Working closely with cross-functional teams to ensure that the proposed changes supported overall product development goals.
Project details:
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Enhance User Experience: Streamline existing digital products and user flows for higher satisfaction.
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Improve Conversion Funnels: Analyse marketing and sales funnels to reduce friction and increase conversions.
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Optimize Communication: Redesign automated emails and follow-up sequences for better engagement.
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Deliver Actionable Insights: Provide data-backed recommendations for future product updates and expansions.
The key problem
The previous solution had several frustrating elements that prevented users from completing the form, which in turn left them unclear about the portal's purpose. Additionally, communication issues exacerbated the problem, even though trust had been built through valuable articles and quick response times.
The solution
We reimagined the entire user experience by redesigning the configurators and streamlining every step of the journey, making the process more intuitive and transparent. Additionally, we revamped our email communications—updating the visuals and UX writing—to ensure that every touchpoint clearly conveys the portal’s purpose and value. These enhancements eliminated the previous frustrations, empowered users to complete the form effortlessly, and further reinforced the portal's trusted reputation.
Results
UI
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Redesigned configurators resulted in a 50% increase in requests.
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Optimized call-to-action (CTA) elements in our emails are generating higher user engagement.
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A notable reduction in rage clicks points to improved interface responsiveness and clarity.
UX
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Data analysis shows that users experience a smooth, confusion-free process when filling out forms.
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Simplified configurators ensure that each step of the journey is intuitive, leading to a more streamlined and satisfying user experience.
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Updated communications (follow up e-mails) now clearly convey our role, strengthening our market position.
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