ChooseEnergy

ChooseEnergy allows you to compare and switch energy rates for your home and business in deregulated energy markets. 

Role
UX Designer and UX Dev
Time
2014 - Present
Guided Search Knowledge about energy is generally low for the average user. How many kWh's did you use last month? How much does a kWh cost? So we built a lead in to our shopping experience to make it easier for the user. In addition to this question, we asked questions like "What was your bill last month?" and then used data to estimate their energy usage.
Shopping The shopping page is the bread & butter for ChooseEnergy; the single most important page. The old experience was a traditional ecommerce website with a multitude of filters, settings and tabs all on the same page. It was truly built for an advanced user. We knew the average user would be overwhelmed, so we stripped the unnecessary elements and relied heavily into our institutional knowledge to provide better recommended energy plans.
Plan Details In the old experience, you would go from the Shopping page to the Checkout page with the assumption that we gave enough information on the shopping page to feel confident in your choice. However, in analyzing low checkout completion rates, we were able to determine that users were actually using the checkout experience as a plan details page. Users wanted more information about the plan, so we gave it to them. That allowed us to simplify the shopping experience even more.
Checkout The checkout experience is the most crucial to get right in terms of interactive and microinteractive design. A strong focus on left alignment means the users eye doesn't have to travel as much. Although not illustrated here, the form fields are floating labels that appear just above the input field when the user is typing. We also spent a lot of time working on perfecting the timing and text of error states. We also a guiding text to help the user and reinforce our brand principles of easy and trusted.
Review Order This page lives between the checkout page and the order confirmation page. We knew that users were surprised when they hit the confirmation page, sometimes even wondering if they had completed everything. It was a surprise and we knew we may have been catching users before they wanted to submit their orders. Adding this page decreased conversion rates but dramatically decreased cancellations. It was done with the user's best interest in mind.