sustainability start up

Turning unusual business needs into an industry disruptive website redesign

Go Solar had two problems: their website wasn’t generating leads, and they needed to streamline user education and qualify leads without relying on phone support

ROLE

UX/UI Designer,
UX Researcher, Wireframer, Prototyper,
Brand Designer

company

Go Solar

stakeholder

CEO

Time frame

8 weeks

Clear value proposition
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice

Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with transparent, honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with transparent, honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with transparent, honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with transparent, honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice

Impact

Users gave the company a 4.1/5 trust rating

74% of users rated they would choose Go Solar over competitors

100% of users navigated through the main solution and learned about solar before booking a consultation, reducing unnecessary phone calls

“As someone who has gone through the process with [competitor], I had no idea what I was getting into and I regret that. This website gave me a good idea of what's involved…easy to follow, easy to read"

“One of the best designs for text-heavy sites I’ve ever seen”

“I’ve never seen anything like this education hub on a solar website. It's simple, its localized in one place”

Back to the details

My process

background

A disorganized market and a leadless website

Go Solar’s site was underperforming –it had not acquired a single lead through their website

The current solar power market in Canada is disorganized. Although users are getting the illusion of choice when talking to solar companies, they’re not actually being shown the full picture of what could be most suitable for them due to poor customer service and project management

Go Solar disrupts the solar industry by taking a more honest approach to solar by focusing on project management and consultancy. They support clients from initial consultation to install, by focusing deeply on customer needs and customer education

ramp-up

Meeting with the stakeholder to understand the business's needs

Here are some of the things that I discovered:

Go Solar’s measure of success of their website was the amount of users filling out their lead form and they currently have had none

They want to avoid phone calls with clients since they lack the headcount to have long conversations that clients use to vet the company

In the stakeholder's eyes, the website should explain what they do so well that they don’t need to deal with phone calls (no easy feat)

They have not done a formal competitive analysis, but speak of how their product addresses a gap in the market –time to back their assumptions with research

discover

Doing a competitive analysis to see how the company fits in the competitive landscape

Here are some of the things that I discovered:

Solar companies use a lot social proof and statistics to make themselves look like they’re the top choice

Solar companies have weak branding –not just their logo, but also their value propositions are unclear and/or generic

Conducting user interviews to understand how users choose a solar provider

I interviewed 8 users across all stages of the funnel– those considering, in the process of, and already having installed solar. The interview guide was split into 3 sections to uncover pain points at each stage.

Research objectives

Identify primary motivations for acquiring a solar system

Understand barriers to acquiring a solar system

Analyze the competition from the user’s perspective so that Go Solar can outperform competitors

Pinpoint key factors users consider when choosing a provider

View the interview guide

Sorting 100+ user quotes into an affinity map to uncover insights

View full affinity map

define

Surprising insight: Users feel deceived by solar companies' lack of transparency about the process's complexity and effort

A theme that kept on coming up over and over was that users felt like they weren’t able to make an informed decision choosing solar because companies were dishonest about risks, costs, and timelines.

“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”
“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”
“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”
“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”

“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”
“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”
“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”
“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”

“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”
“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”
“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”
“I had no idea what I was getting into”
“I wish that they were more upfront with me about the risks”
“2.5 years and I’m still not done with the process”

Turning user stories into personas to keep empathy at the core of design

Go Solar didn’t have user personas yet, so I created them based on my research. I identified two key personas: The Rural Pragmatist and The Sustainable Sophisticate.

View full personas

Brainstorming solutions based on research insights

I paused to analyze insights, create POV statements, and craft HMW questions, allowing me to design with empathy, not assumptions.

Prioritizing solutions by analyzing business and user needs

I aligned solutions with Go Solar’s goals and user needs by focusing on the bigger picture and mapping both of their needs. Next, using an impact-feasibility matrix, I prioritized high-impact solutions that fit within time and effort constraints.

View impact-feasibility matrix

How I zeroed in on an industry disruptive solution

The challenge
The business needed to limit phone calls because they didn’t have the headcount to address basic inquiries. I had to find a creative solution that would continue to educate users while freeing up company time
The insight
User research revealed that users felt misinformed by other solar companies.
This lack of transparency left users feeling cheated
The opportunity
This was the perfect opportunity to bridge the business need for fewer phone calls with users’ needs for clear, trustworthy information
The solution
Building a brand that truly focuses on honesty, transparency, and exceptional service
Being the only solar company with a dedicated Education Hub that walks users through the solar process from A to Z
The challenge
The business needed to limit phone calls because they didn’t have the headcount to address basic inquiries. I had to find a creative solution that would continue to educate users while freeing up company time
The insight
User research revealed that users felt misinformed by other solar companies.
This lack of transparency left users feeling cheated
The opportunity
This was the perfect opportunity to bridge the business need for fewer phone calls with users’ needs for clear, trustworthy information
The solution
Building a brand that truly focuses on honesty, transparency, and exceptional service
Being the only solar company with a dedicated Education Hub that walks users through the solar process from A to Z
The challenge
The business needed to limit phone calls because they didn’t have the headcount to address basic inquiries. I had to find a creative solution that would continue to educate users while freeing up company time
The insight
User research revealed that users felt misinformed by other solar companies.
This lack of transparency left users feeling cheated
The opportunity
This was the perfect opportunity to bridge the business need for fewer phone calls with users’ needs for clear, trustworthy information
The solution
Building a brand that truly focuses on honesty, transparency, and exceptional service
Being the only solar company with a dedicated Education Hub that walks users through the solar process from A to Z
The challenge
The business needed to limit phone calls because they didn’t have the headcount to address basic inquiries. I had to find a creative solution that would continue to educate users while freeing up company time
The insight
User research revealed that users felt misinformed by other solar companies.
This lack of transparency left users feeling cheated
The opportunity
This was the perfect opportunity to bridge the business need for fewer phone calls with users’ needs for clear, trustworthy information
The solution
Building a brand that truly focuses on honesty, transparency, and exceptional service
Being the only solar company with a dedicated Education Hub that walks users through the solar process from A to Z

Projected business outcomes of implementing the Education Hub

Differentiation from competitors
Being the only brand to be upfront about solar's complexities would delight users, making it likelier for them to connect with the brand
Attraction of high-quality leads
Transparency from the start attracts users ready for the process, reducing time spent on unqualified leads who are unaware of the complexities
Reduction of unnecessary calls
Users can learn about solar without contacting sales, resulting in more qualified leads through calls and thus better use of company time
Alignment with brand values of transparency and education
Research showed that users only choose companies they trust. Free resources build transparency and credibility, increasing the likelihood of users choosing Go Solar
Alignment with brand value of exceptional service
Research showed that users who were educated by their solar company had higher overarching satisfaction. More satisfaction = better reviews = more users
Increased user retention
Research showed users take long to decide if solar is right for them. Offering resources upfront keeps them engaged on the site, rather than doing their research on competitors’ sites
Differentiation from competitors
Being the only brand to be upfront about solar's complexities would delight users, making it likelier for them to connect with the brand
Attraction of high-quality leads
Transparency from the start attracts users ready for the process, reducing time spent on unqualified leads who are unaware of the complexities
Reduction of unnecessary calls
Users can learn about solar without contacting sales, resulting in more qualified leads through calls and thus better use of company time
Alignment with brand values of transparency and education
Research showed that users only choose companies they trust. Free resources build transparency and credibility, increasing the likelihood of users choosing Go Solar
Alignment with brand value of exceptional service
Research showed that users who were educated by their solar company had higher overarching satisfaction. More satisfaction = better reviews = more users
Increased user retention
Research showed users take long to decide if solar is right for them. Offering resources upfront keeps them engaged on the site, rather than doing their research on competitors’ sites
Differentiation from competitors
Being the only brand to be upfront about solar's complexities would delight users, making it likelier for them to connect with the brand
Attraction of high-quality leads
Transparency from the start attracts users ready for the process, reducing time spent on unqualified leads who are unaware of the complexities
Reduction of unnecessary calls
Users can learn about solar without contacting sales, resulting in more qualified leads through calls and thus better use of company time
Alignment with brand values of transparency and education
Research showed that users only choose companies they trust. Free resources build transparency and credibility, increasing the likelihood of users choosing Go Solar
Alignment with brand value of exceptional service
Research showed that users who were educated by their solar company had higher overarching satisfaction. More satisfaction = better reviews = more users
Increased user retention
Research showed users take long to decide if solar is right for them. Offering resources upfront keeps them engaged on the site, rather than doing their research on competitors’ sites
Differentiation from competitors
Being the only brand to be upfront about solar's complexities would delight users, making it likelier for them to connect with the brand
Attraction of high-quality leads
Transparency from the start attracts users ready for the process, reducing time spent on unqualified leads who are unaware of the complexities
Reduction of unnecessary calls
Users can learn about solar without contacting sales, resulting in more qualified leads through calls and thus better use of company time
Alignment with brand values of transparency and education
Research showed that users only choose companies they trust. Free resources build transparency and credibility, increasing the likelihood of users choosing Go Solar
Alignment with brand value of exceptional service
Research showed that users who were educated by their solar company had higher overarching satisfaction. More satisfaction = better reviews = more users
Increased user retention
Research showed users take long to decide if solar is right for them. Offering resources upfront keeps them engaged on the site, rather than doing their research on competitors’ sites

Differentiation from competitors
Being the only brand to be upfront about solar's complexities would delight users, making it likelier for them to connect with the brand
Attraction of high-quality leads
Transparency from the start attracts users ready for the process, reducing time spent on unqualified leads who are unaware of the complexities
Reduction of unnecessary calls
Users can learn about solar without contacting sales, resulting in more qualified leads through calls and thus better use of company time
Alignment with brand values of transparency and education
Research showed that users only choose companies they trust. Free resources build transparency and credibility, increasing the likelihood of users choosing Go Solar
Alignment with brand value of exceptional service
Research showed that users who were educated by their solar company had higher overarching satisfaction. More satisfaction = better reviews = more users
Increased user retention
Research showed users take long to decide if solar is right for them. Offering resources upfront keeps them engaged on the site, rather than doing their research on competitors’ sites
Differentiation from competitors
Being the only brand to be upfront about solar's complexities would delight users, making it likelier for them to connect with the brand
Attraction of high-quality leads
Transparency from the start attracts users ready for the process, reducing time spent on unqualified leads who are unaware of the complexities
Reduction of unnecessary calls
Users can learn about solar without contacting sales, resulting in more qualified leads through calls and thus better use of company time
Alignment with brand values of transparency and education
Research showed that users only choose companies they trust. Free resources build transparency and credibility, increasing the likelihood of users choosing Go Solar
Alignment with brand value of exceptional service
Research showed that users who were educated by their solar company had higher overarching satisfaction. More satisfaction = better reviews = more users
Increased user retention
Research showed users take long to decide if solar is right for them. Offering resources upfront keeps them engaged on the site, rather than doing their research on competitors’ sites
Differentiation from competitors
Being the only brand to be upfront about solar's complexities would delight users, making it likelier for them to connect with the brand
Attraction of high-quality leads
Transparency from the start attracts users ready for the process, reducing time spent on unqualified leads who are unaware of the complexities
Reduction of unnecessary calls
Users can learn about solar without contacting sales, resulting in more qualified leads through calls and thus better use of company time
Alignment with brand values of transparency and education
Research showed that users only choose companies they trust. Free resources build transparency and credibility, increasing the likelihood of users choosing Go Solar
Alignment with brand value of exceptional service
Research showed that users who were educated by their solar company had higher overarching satisfaction. More satisfaction = better reviews = more users
Increased user retention
Research showed users take long to decide if solar is right for them. Offering resources upfront keeps them engaged on the site, rather than doing their research on competitors’ sites
Differentiation from competitors
Being the only brand to be upfront about solar's complexities would delight users, making it likelier for them to connect with the brand
Attraction of high-quality leads
Transparency from the start attracts users ready for the process, reducing time spent on unqualified leads who are unaware of the complexities
Reduction of unnecessary calls
Users can learn about solar without contacting sales, resulting in more qualified leads through calls and thus better use of company time
Alignment with brand values of transparency and education
Research showed that users only choose companies they trust. Free resources build transparency and credibility, increasing the likelihood of users choosing Go Solar
Alignment with brand value of exceptional service
Research showed that users who were educated by their solar company had higher overarching satisfaction. More satisfaction = better reviews = more users
Increased user retention
Research showed users take long to decide if solar is right for them. Offering resources upfront keeps them engaged on the site, rather than doing their research on competitors’ sites

develop

Redesigning the brand to reflect GoSolar’s value proposition

Before

Logo doesn't represent the brand

Low colour contrast decreases legibility
Overlapping letters reduces clarity
Lowercase font feels apologetic
The period doesn't add value

After

Logo aligns with value proposition

Higher colour contrast increasing accessibility
Bold, sans serif font conveys confidence
Sun and valley symbolism represents movement forward and new horizons

UI kit

User flow mapping and sitemap development

Creating user flows and a sitemap clarified which pages to build and how to design them to keep users on the happy path, leading to high quality leads.

Education hub flow

View all user flows and sitemap

validate

Testing lo-fis for clarity, trust, and high-quality lead probability

The concepts I tested:

Do users understand Go Solar’s unique value proposition?

Do users navigate the education hub before booking a consultation, which would lead to higher-quality leads and fewer redundant calls?

Does the design inspire trust in Go Solar?

Is the consultation lead form easy to complete, yet detailed enough to ensure high-quality leads?

View all lo-fi screens

new feature: education hub

lead form redesign

Original

Confusing language, misaligned format

Redesign

Clear language, structured choices

The lo-fi usability test revealed that the Education Hub was far from perfect

education hub article

3/5 participants found the articles too wordy and overwhelming, leading them to avoid reading before booking a consultation

This was a problem because the business's goal for the Education Hub is to educate users before they book a consultation, making them qualified leads ready for the solar process

Aligning with stakeholder feedback

When I presented findings that users found the Education Hub too wordy, the stakeholder was set on creating summary videos for the articles.

I had to remind them that:

The text needed to stand on its own and shouldn’t rely on a video to be clear

If we were to go with that solution, proper editing and illustrations would be required, and neither of those were within the project scope

We agreed that I would pivot and brainstorm new ways to make the site less overwhelming while staying within the project’s constraints. That’s when I decided to explore breaking the information up into more digestible sections.

A/B testing progressive disclosure types to reduce overwhelm

I tested two types of progressive disclosure: accordion buttons and tabs. I wanted to see which method would help reduce overwhelm and encourage users to engage with the content before booking a consultation.

Option 1

Accordion boxes

Option 2

Tabs

Finding: Option 1 was the clear winner

Users found information faster with Option 1 (accordion boxes) than with Option 2 (tabs) — two users failed to find information with Option 2, while none failed with Option 1

Users found information faster with Option 1 (accordion boxes) than with Option 2 (tabs) —two users failed to find information with Option 2, while none failed with Option 1

Users preferred Option 1 because it allowed them to compare different options more easily and felt more intuitive. Option 2’s tabs were too small and competed for attention

Some users still preferred videos for learning, but I anticipated this. I reassured the stakeholder that videos aren't a bad idea, they're just a bad idea for right now. After the MVP launch, this could be a great solution to explore.

Hi-fi testing to track the user journey and test lead form success

I wanted to see if users moved through the site’s key user flow: homepage → education hub → articles → consultation booking. I wanted to see if they followed the happy path and interacted with key elements, especially the lead form.

Metrics

50%+ of users navigate to the education hub and read at least one article before booking

Task Success Rates: 50%+ of participants successfully find the information they’re tasked to find

Task Difficulty Ratings: 50%+ of participants find the information easy to locate

User Satisfaction Scores: 75%+ of users report an okay to good experience filling out the form

Completion Rates: 75%+ of users submit the lead form

View the usability test guide

Homepage

Before

5/5 users confused about what the company does

After

4/5 users understand that Go Solar specializes in managing solar projects, a new approach in the industry

View all hi-fis

Some of the findings

100% of users navigated within the happy flow and learned about solar before booking a consultation

100% of users found the information they were tasked to find

75% of users found the information easy to locate

74% of users rated they would choose Go Solar over competitors

Users gave the company a 4.1/5 trust rating

“As someone who has gone through the solar process, I had no idea what I was getting into and I regret that. The website gave me a good idea of what's involved…easy to follow, easy to read.”
“One of the best designs for text-heavy sites I’ve ever seen”
“I’ve never seen anything like this education hub on a solar website. It's simple… so much great information in one place”
“As someone who has gone through the solar process, I had no idea what I was getting into and I regret that. The website gave me a good idea of what's involved…easy to follow, easy to read.”
“One of the best designs for text-heavy sites I’ve ever seen”
“I’ve never seen anything like this education hub on a solar website. It's simple… so much great information in one place”
“As someone who has gone through the solar process, I had no idea what I was getting into and I regret that. The website gave me a good idea of what's involved…easy to follow, easy to read.”
“One of the best designs for text-heavy sites I’ve ever seen”
“I’ve never seen anything like this education hub on a solar website. It's simple… so much great information in one place”
“As someone who has gone through the solar process, I had no idea what I was getting into and I regret that. The website gave me a good idea of what's involved…easy to follow, easy to read.”
“One of the best designs for text-heavy sites I’ve ever seen”
“I’ve never seen anything like this education hub on a solar website. It's simple… so much great information in one place”

“As someone who has gone through the solar process, I had no idea what I was getting into and I regret that. The website gave me a good idea of what's involved…easy to follow, easy to read.”
“One of the best designs for text-heavy sites I’ve ever seen”
“I’ve never seen anything like this education hub on a solar website. It's simple… so much great information in one place”
“As someone who has gone through the solar process, I had no idea what I was getting into and I regret that. The website gave me a good idea of what's involved…easy to follow, easy to read.”
“One of the best designs for text-heavy sites I’ve ever seen”
“I’ve never seen anything like this education hub on a solar website. It's simple… so much great information in one place”
“As someone who has gone through the solar process, I had no idea what I was getting into and I regret that. The website gave me a good idea of what's involved…easy to follow, easy to read.”
“One of the best designs for text-heavy sites I’ve ever seen”
“I’ve never seen anything like this education hub on a solar website. It's simple… so much great information in one place”
“As someone who has gone through the solar process, I had no idea what I was getting into and I regret that. The website gave me a good idea of what's involved…easy to follow, easy to read.”
“One of the best designs for text-heavy sites I’ve ever seen”
“I’ve never seen anything like this education hub on a solar website. It's simple… so much great information in one place”

the solution

Redesigning Go Solar's website

Clear value proposition
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust with honest content and attracts high-quality leads
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice

Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust and attracts high-quality leads with transparent, valuable content
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust and attracts high-quality leads with transparent, valuable content
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust and attracts high-quality leads with transparent, valuable content
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust and attracts high-quality leads with transparent, valuable content
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice

Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust and attracts high-quality leads with transparent, valuable content
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust and attracts high-quality leads with transparent, valuable content
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust and attracts high-quality leads with transparent, valuable content
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice
Clear value proposition on the homepage
Go Solar’s unique approach is clear with strong brand positioning
Education Hub
Builds trust and attracts high-quality leads with transparent, valuable content
Optimized lead form
Simple yet detailed to capture high-quality leads
Our services
Clearly outlines services to reduce unnecessary phone inquiries
About Us section
Reinforces trust, positioning Go Solar as a reliable choice

View prototype

Impact

Users gave the company a 4.1/5 trust rating

74% of users rated they would choose Go Solar over competitors

100% of users navigating through the main solution and learning about solar before booking a consultation, reducing unnecessary phone calls

“The analysis was handed to me and it helped me understand my progress quickly”

“It feels like the app is acknowledging my effort –it’s reassuring, it’s giving me positive reinforcement”

“It’s reminding of me goals every week, helping me stay on the ball with my goals”

“One of the best designs for text-heavy sites I’ve ever seen”

“I’ve never seen anything like this education hub on a solar website. It's simple, its localized in one place”

My learnings

Design for skimmers, leave room for deep dives

Businesses don't always know what they need

Tough conversations lead to stronger solutions

Design for skimmers, leave room for deep dives

Businesses don't always know what they need

Tough conversations lead to stronger solutions

Design for skimmers, leave room for deep dives

Businesses don't always know what they need

Tough conversations lead to stronger solutions

Go on then,
look at my next case study

Go on then, look at my next case study

sustainability start up

Turning unusual business needs into an industry disruptive website redesign

ROLE

UX/UI Designer, UX Researcher, Wireframer, Prototyper, Brand Designer

company

Go Solar

stakeholder

CEO

Time frame

8 weeks

Clear value proposition

Education Hub

Optimized lead form

Our services

About Us section

Clear value proposition on the homepage

Education Hub

Optimized lead form

Our services

About Us section

Impact

Back to the details

My process

background

A disorganized market and a leadless website

ramp-up

Meeting with the stakeholder to understand the business's needs

discover

Doing a competitive analysis to see how the company fits in the competitive landscape

Conducting user interviews to understand how users choose a solar provider

Sorting 100+ user quotes into an affinity map to uncover insights

define

Surprising insight: Users feel deceived by solar companies' lack of transparency about the process's complexity and effort

Turning user stories into personas to keep empathy at the core of design

Brainstorming solutions based on research insights

Prioritizing solutions by analyzing business and user needs

How I zeroed in on an industry disruptive solution

Projected business outcomes of implementing the Education Hub

develop

Redesigning the brand to reflect GoSolar’s value proposition

Before

After

UI kit

User flow mapping and sitemap development

Education hub flow

validate

Testing lo-fis for clarity, trust, and high-quality lead probability

The concepts I tested:

new feature: education hub

lead form redesign

Original

Redesign

The lo-fi usability test revealed that the Education Hub was far from perfect

education hub article

A/B testing progressive disclosure types to reduce overwhelm

Option 1

Option 2

Finding: Option 1 was the clear winner

Hi-fi testing to track the user journey and test lead form success

Homepage

Before

After

Some of the findings

the solution

Redesigning Go Solar's website

Clear value proposition

Education Hub

Optimized lead form

Our services

About Us section

Clear value proposition on the homepage

Education Hub

Optimized lead form

Our services

About Us section

Clear value proposition on the homepage

Education Hub

Optimized lead form

Our services

About Us section

UX/UI Designer,
UX Researcher, Wireframer, Prototyper,
Brand Designer