IGS Energy

Energizing the Digital Frontstage

OVERVIEW:

Bridging the Gap Between Corporate Evolution and Digital Reality

IGS Energy is a leading sustainable energy supplier providing power, natural gas, and solar solutions to over one million customers. While the company’s internal strategy had shifted toward a "Source, Manage, Protect" philosophy, the digital experience remained frozen in 2021.

As the lead UX/UI designer, I was tasked with transforming a residential-heavy commodity site into a sophisticated, lead-generating engine for both home and business consumers.

ROLES:

Lead UI/UX Design
Design System Architecture
Content Strategy & Visual Storytelling
Visual QA & Deployment Strategy

TOOLS & RESOURCES:

INSIGHT:

Data Revealed a Destination That No Longer Matched the Journey

The existing site suffered from a architecture that often felt frozen in time. While the brand was moving toward complex energy solutions (C&I, Solar, CES), the website was still optimized for 2020-era residential commodity shopping. FullStory sessions revealed "rage clicks" and high bounce rates on mobile, while product teams felt the site failed to reflect how they were actually selling in the field.

STRATEGY:

Shifting From a Transactional Shop to an Educational Powerhouse

The team strategy focused on moving away from a View Plans (enrollment-only) funnel toward a more informational lead-generation funnel. The proposed fundamental shift: balancing the UI to serve Residential and Commercial customers with equal weight, and prioritizing "Contact an Expert" flows for complex products.

OBJECTIVE:

Creating a Frontstage That Mirrors the Backstage Vision

The mission for Phase 2 was to refresh product sections for Residential Solar, C&I, and Community Solar. We aimed to integrate the "Source, Manage, Protect" messaging, build page flows specifically designed to capture leads, and eliminate mobile friction through responsive-first UI components.

PROCESS + WORKFLOW:

Executing a Strategic, Batched Roadmap to Ensure Speed to Market

To manage diverse stakeholder opinions and a "no IT budget" constraint, I designed a rigorous, three-batch operational strategy. This allowed us to tackle foundational elements first while leveraging existing Sitefinity component requirements for page builds.

Phase 2 Milestone Structure
Every page redesign followed a disciplined 12-step milestone structure to ensure alignment and quality delivery:

Discovery & Research:
Documenting existing pain points and analytics for current pages.

Business Alignment:
Facilitating meetings to obtain final alignment on the UX approach.

Framework Development:
Establishing the product story, messaging framework, and technical SEO strategy.

Design & Build:
Moving from visual framework design to component building and iterative stakeholder reviews.

Validation & QA:
Executing user testing and final socialization before taking pages live.

Batched Rollout Strategy
The project was prioritized to address the most critical business lines first to ensure immediate impact:

Batch 1:
Focused on high-impact areas including Rooftop Solar (Consumer & EPC), Natural Gas & Electricity for Business, and Solar & LED.

Batch 2:
Addressed Demand Response.

Batch 3:
Focused on Community Solar, RNG/Biogas, and LVT.

RESULTS:

Measurable Growth in Engagement and Lead Capture

Since the launch of the updated product sections, the digital footprint of IGS Energy has seen a significant shift in user behavior. By prioritizing education and ease of navigation, we successfully turned the website from a static brochure into an active sales tool.

Conversion Lift:
Lead generation for Residential Solar and C&I increased by 14% year-over-year.

Mobile Engagement:
Mobile "frustrated sessions" decreased by 22% thanks to Gigawatt’s responsive components.

Time on Page:
Average session duration on key product pages increased by 35 seconds.

Internal Alignment:
Achieved 100% stakeholder sign-off across diverse business lines, unifying the brand's digital voice.

Project Landscape: