During the redesign process, I engaged in collaborative discussions with the SEO and engineering teams to establish our development strategy. Simultaneously, I embarked on designing a new logo that would encapsulate a modern aesthetic and employ a vibrant color palette. My intention was to evoke a sense of clean and vibrant energy for users, signifying a fresh start in managing their energy requirements.

While the task of redesigning an entire cart experience may seem like the ultimate challenge for a UI/UX designer, it was surprisingly the SEO template design phase of this project that proved to be the most formidable. With more than 300 distinct SEO templates requiring assessment and redesign, it became a massive undertaking that demanded extensive collaboration between myself and the SEO content team. Our goal was to find ways to streamline and minimize the number of templates needed, ensuring a successful launch of the MVP for our new SEO site.

In addition, it was imperative that every template was designed to be responsive, accommodating various screen sizes and devices. Notably, many of the mobile experiences were intentionally crafted to provide a distinct and independent user journey from the desktop version.

The Cart project served as the catalyst for the comprehensive website redesign we undertook. Essentially, it necessitated a complete overhaul of the backend code to align with our desired tech stack at that time. As part of this endeavor to deliver an upgraded MVP, I redesigned the cart interface, introducing enhanced functionalities such as sorting, filtering, and recommended offers for users. Additionally, I crafted a streamlined enrollment form, which would be subsequently followed up by our energy consultant team for verification via phone communication.

Similar to the approach taken with the SEO site, the Cart experience was reimagined to offer distinctive mobile experiences that fully leveraged the potential of the mobile screen size. Rather than merely compressing the existing desktop design, careful thought was given to optimize the mobile interface, ensuring an intuitive and seamless user experience tailored specifically for mobile devices.