Lemon Energy
SENIOR PRODUCT DESIGNER
To respect client confidentiality, the data and assets presented here are limited to those I directly contributed to. All information provided reflects my personal perspective and does not represent the client’s views or opinions.
Startup's Overview
Lemon Energia is a Series A climate-tech startup that connects users, primarily SMEs, to clean energy through distributed generation. This reduces their energy costs while benefiting the environment.
My Role
As a Senior Product Designer in the Growth Squad, I led the end-to-end design process of this initiative for the acquisition process to increase the sales team’s capacity and improve the conversion rate.
The Challenge
To become a client, users were required to complete a lengthy form-averaging ~20 minutes-which asked for user information and specific details about the electricity bill account holder.
However, we observed that users were submitting incorrect data. This led the sales team to request contract revisions, reducing their efficiency and delaying client conversion. Our hypothesis was that using the same registration flow for different types of users (e.g., B2C and B2B) was causing confusion.
Solution & Impact
To enhance the registration process, I implemented a segmented flow that identified different types of users, providing contextualized instructions and enabling future personalization.
📉
62.2% error reduction
Usability tests showed a 62.2% reduction in user input errors compared to previous testing.
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Less friction in the user experience
User interviews validated our hypothesis that a segmented and personalized flow helped contextualize users, reducing confusion.
Initial User Flow and Pain Points
Initially, the registration flow was identical for all users. Once the registration was complete, the sales team processed the information and allocated the lead into the appropriate internal funnel. If incorrect data was submitted, the sales team had to contact the user and request a contract revision, increasing acquisition time and workload.
Image: High-level registration flow prior to the introduction of segmentation.
DESIGN PROCESS
Research and Insights Analysis
To identify gaps, I analyzed the existing flow, reviewed conversion rates at each step, and mapped required versus optional fields. I also talked to two sales representatives to understand confusing form elements, gather user feedback, and prioritize data for a more logical sequence.
We discovered that the person completing the form was often not the electricity bill account holder but someone registering on their behalf, such as a spouse, employee, or tenant. To guide solution ideation, I synthesized these insights into "How might we" questions.
Image (Blurred for privacy): Visualization of the “How might we” framework and map of required information.
DESIGN PROCESS
Redefining the User Flow
I hypothesized that identifying the user type at the beginning of the process would allow for more contextualized instructions for users and reduce confusion. To achieve this, I introduced segmentation questions early in the flow.
Collaborating with the sales team, I determined the optimal timing for segmentation to ensure a seamless experience while also gathering essential data to improve lead conversion.
Image: Iterated user flow with segmentation.
USER INTERFACE
Identifying the User
A key challenge was simplifying the segmented flow to reduce cognitive overload. Through iteration, I first grouped users into residences, businesses, or condos. Then, we identified their relationship to the location receiving clean energy to determine if they could sign a contract.
USER INTERFACE
Opportunity to Tailor Product Experience
Despite the lengthy registration, we had limited information about our customer profiles. To enhance product strategy and UX, I incorporated a question about users’ motivations. This data would support future personalization, targeted marketing campaigns, feature prioritization, and onboarding customization.
USER INTERFACE
Streamlining Contract Signing
To streamline contract signing, we introduced a shareable link feature, enabling users to forward the contract to the appropriate person. Alternatively, users could request assistance in changing the electricity bill account holder to their name.
DESIGN PROCESS
Validating with Usability Testing
To validate the solution, I collaborated with another Product Designer to conduct in-person user interviews. We set objectives, formulated hypotheses, built a prototype for usability testing, and incorporated a co-creation activity to gather users' mental model insights.
Out of 9 users interviewed, 7 provided the correct information for the registration, validating that segmentation improved clarity and reduced errors by 62.2% compared to previous tests.
Ensuring a representative sample was challenging, particularly in recruiting B2B participants. Despite external support, we had to scale back interviews from 12 to 9.
Next Steps
In the upcoming cycle, the development team will focus on implementing the segmented flow. Once live, we will begin gathering data to guide further research and identify potential improvements to the acquisition process, with the goals of increasing the conversion rate, enhancing the self-service experience, and reducing the time required to complete the process.
The following metrics will be closely monitored:
1
Conversion and drop-off rates to evaluate user engagement and flow efficiency.
2
Number of contracts requiring signature re-dos to assess the effectiveness of the segmentation.
3
Average time to convert a lead, measured in days, to track overall process efficiency and shareable link feature.
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