NRG
About NRG
Large integrated energy company headquartered in Houston
Project Structure
10 (2-Week) Sprints
My Role (UX Lead)
Define personalization requirements and UX enhancements to increase conversion. Map conversion paths to target customer segments and translate paths into design flows and modules
Assigning personas to site visitors
When users land on NRG.com, we must identify who they are and what they care about, so we can personalize their content. Upon landing, we immediately know some contextual and demographic data about them (e.g., their city, last site visited). As visitors traverse the site, we collect behavioral data in order to assign a persona, driver and vertical to each visitor. This info tells us a lot about their energy needs/usage, which helps us direct them to product offerings best suited to their needs.
Personas
5 archetypal NRG business customers
Drivers
User’s business objectives
Vertical
User’s industy
3rd-party channels who facilitate aggregations for a fee
e.g., CFO, COO
e.g., Facilities Managers
e.g., City Planners
Cut energy costs
Optimize energy consumption/operations
Ensure 24/7 power, safeguard against grid instability and increase ability to recover after outages
Reduce carbon footprint
Retail
Commercial Real Estate
Cities & Municipalities
Oil & Gas
Education
Hospitality
Food Service & BeverageD
ata Centers
Healthcare
Mapping conversion paths
For each of the 5 personas, I depicted primary paths to conversion in journey maps.
Swimlanes at the top (x-axis) represent the 6 stages of NRG’s customer engagement lifecycle.
Empty lanes are reserved for collaboration sessions with separate contractors who own those journey stages.
Vertical axis depicts what’s happening on screen and corresponding:- User actions/thoughts/intent
- Milestones for graduation to next stage (moments-of-truth)
- Underlying technical processes that facilitate the action
Translating paths into design modules
Design components users interact with to help us quickly determine their persona.
For example:
By adding elements (e.g., filters) to site’s existing design, I “planted” interactions for users to engage with so we can identify their persona and business objectives.
For example:- If user filters solutions by Healthcare, that tells us a great deal about their energy needs.
- If user hovers over the utility market tool tip, this suggests they may not be an energy expert.
Leveraging design to deliver personalized content
Once we know the visitor’s persona, we can deliver tailored content via interchangeable design modules.
Once we know the visitor’s persona, we can deliver tailored content via interchangeable design modules.
Each time user returns to the site, we present new, personalized content.
