Branding, Website, Checkout Flow

Atlas

Atlas represents an entirely fresh web product tailored specifically for energy consumers in Texas. This innovative platform is designed to cater to the unique needs and preferences of this demographic, offering a range of specialized features and services aimed at enhancing their experience with energy consumption and management.

Problem

Numerous websites currently exist within the Texas energy market, each with a specific focus. However, many of these platforms are overly complex, lacking in user-friendliness, and outdated in design. Moreover, their target demographic primarily comprises millennials, potentially excluding other consumer groups. A common trend among these websites is a strong emphasis on selling energy plans rather than providing genuine assistance or guidance to users.

Objective

Develop a brand that distinguishes itself in the Texas energy market by embodying modernity, simplicity, and accessibility, tailored specifically to resonate with Gen Z. The platform should offer a streamlined interface that is easy to comprehend and navigate. Additionally, users should be able to effortlessly compare pricing options with their current plan without the need to search for past bills throughout the year.

Role

Branding, Design System, UI Design, Visual Design & Interaction Design

Design Process

This product represented a major initiative for the company that year, and the team was committed to delivering their best. I collaborated closely with senior leadership throughout the project. Working with the creative content team, we conducted a thorough competitive analysis and began with brand co-creation. Together, we identified brand values, key audiences, and defined the brand personality. We then analyzed the competitive landscape, delving into the what, who, and why, ultimately developing a comprehensive five-year roadmap.

Branding

Following the research phase, the next step involved generating concepts for the logo. Drawing upon the insights gathered, I brainstormed ideas and crafted several rough sketches, which were then shared with the creative team. After receiving feedback and iterating on the designs, I developed digital versions of the most promising concepts. These were presented to the entire team for further evaluation. Subsequently, we narrowed down the options to two finalists before ultimately selecting the final logo design.

Design

After initial planning, I crafted design concepts for the website, marketplace, and checkout flow, considering layout, color, typography, and user experience. I established a visual style and created guides for consistency. Seeking feedback, I iteratively refined the designs to align with project goals and user needs.

Conclusion

Following the website’s launch, a gradual rollout was accompanied by targeted paid advertising efforts. The execution proceeded smoothly, adhering closely to the outlined plan and meeting anticipated outcomes.

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