About NRG


Large integrated energy company headquartered in Houston

Project Structure


10 (2-Week) Sprints



Devise a digital personalization strategy to increase conversion of B2B leads on

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, 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.


5 archetypal NRG business customers


User’s business objectives 


User’s industy

3rd-party channels who facilitate aggregations for a fee 

Executives of Mid-Size Companies
e.g., CFO, COO

Small Business Owners

Mid-Level Management of Large Corporations
e.g., Facilities Managers 

Public Sector Officials
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

Commercial Real Estate
Cities & Municipalities
Oil & Gas
Food Service & BeverageD
ata Centers

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.

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.

Each time user returns to the site, we present new, personalized content.