Develop and design numerous Direct Energy customer facing pages to improve online order flows in the mobile and desktop environments.
Lead UX: Bounce Energy Mobile Interface Pricing Grid Redesign: Led the effort to redesign the product offering and onboarding flow in the mobile experience by optimizing the interface interaction touch points to increase conversion.
The legacy Bounce Energy customer conversion experience on mobile underperformed in relation to the other more recently deployed enterprise sites. Understanding the opportunities and restraints present in the mobile space means taking a balanced approach toward mobile audience considerations.
Lack of an applied responsive design that is both navigable to users on smaller screens and empowers visitors to shop across numerous product choices by the most essential factor to them, price, is the most prolific blocking point.
Optimization of the conversion funnel at the product offering portal on mobile is paramount to achieve revenue goals.
I evaluated the existing design, assessing how it stood up against key performance indicators and why customers abandoned the acquisition flow. Time on page, page bounce, recursive navigation patterns and task abandonment metrics were analyzed from visitor traffic. The usage data was compared against stats on adjacent enterprise sites and feedback from customer service agents who reported customers funneling into the telephony channel for various reasons because the mobile experience failed them.
I reviewed eight of the most prominent directly competing retailers as well as out of domain best practices in the Texas market on desktop and mobile experience.
On desktop, tabs served as dynamic view indices shifting the tables contents without a page refresh. As a navigational construct the tabs could not effectively be translated to the mobile experience to viewport size. The cognitive load of so many products hampered the user from being able to make a discerning purchasing decision on the small display.
The flat design comps were printed as individual cards laid atop mobile phones and presented to users to validate the design goals and assess if the solution was in line with their mental model. The highlights, breaking points and observational feedback were collected and integrated into a storyboard for a team report.
Executives and designers reviewed the findings and recommendations with me to iterate the design forward as a functional, coded model in the preproduction development environment for live data modeling.