Digital onboarding
Challenge
Addressing the need for an unprecedented energy service in Brazil and creating an MVP digital onboarding journey to acquire the first clients while overcoming skepticism
Approach
Employing a comprehensive UX/UI design process and conducting customer and market research, user interviews, and usability tests to inform the design decisions and iterate on the solution.
Solution
Crafting an innovative digital onboarding experience that educates and convinces customers about the advantages of renewable energy while simplifying the traditionally complex process.
Impact
Achieving significant milestones, including a successful product launch in just six months, a high rate of customer sign-ups, and a groundbreaking 100% digital onboarding in the Brazilian energy industry.
Key Takeaways
- Leveraging Lean UX principles to identify problem-solution and product-market fits.
- Establishing a user-centered culture within the company through collaboration and knowledge-sharing.
- Designing a responsive and visually compelling UI with a robust design system to ensure consistency and brand identity.
Results
• Successful product launch within six months.
• UX insights driving a successful go-to-market strategy.
• High conversion rate from early interviewees to product sign-ups.
• Pioneering a fully digital onboarding process in the Brazilian energy industry.
• Early bird offerings selling out rapidly.
This case exemplifies my approach of combining clever insights, meticulous research, and precise design execution to create impactful solutions that defy industry norms and drive positive results.
My activities
• End-to-end UX/UI design process
• Customer discovery
• User research
• Market research
• Benchmarking
• User Personas
• User journey mapping
• User flows
• Wireframing
• Prototyping
• Usability tests
• UX writing
• UI design
Process
User interviews
On week one, I started the customer discovery process which consisted of business model analysis, defining personas and interviewing people. The goal was to validate the problem, the value proposition and discover demographic and psychographic details.
Competitive analysis
A competitive analysis was conducted to map out competitors and their onboarding processes. This process involved evaluating the strengths and weaknesses of each competitor's onboarding process and making notes on what worked well (pluses) and what could be improved (deltas). By analyzing the competition in this way, the team was able to gain insights into industry best practices and identify opportunities to differentiate Lemon Energy's onboarding process from those of competitors.
A competitor's onboarding journey map, with strengths and weaknesses identified for each step.
Wireframes & Flowmaps
Iterative content design process for landing page
Low definition wireframes used to test the initial content and messaging of the product.
Content design
As part of my work for Lemon Energy, I created and tested content to find the best way to explain our solution and value proposition. By conducting user research, customer discovery, and usability tests, I identified the most efficient user flow and messaging that resonated with our target audience. This was crucial in convincing energy consumers to trust our service model and adopt renewable energy.
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A selection of ideation sketches created during the UX/UI design process for Lemon Energy
A selection of ideation sketches created during the UX/UI design process for Lemon Energy.
Responsive design
High-fidelity Interactive prototypes