We were tasked with creating a beautiful, responsive B2B site that resulted in 586.5% increase in new sales leads.
Role: UX Director, Creative Lead
Deliverables: Personas, Journey Maps, Client Workshops, Concepts, Information Architecture, Wireframes, Motion Prototypes, Testing Plans, Module Library
NRG — one of the nation’s largest energy producers — came to us with a problem: they were the biggest company no one had heard of. Their sales team has to spend a lot of time explaining the company history. Their site was fragmented and didn’t tell a cohesive story.
We created a framework that could flex based on the needs of each individual persona—the pages could rearrange, and alternative content served, based on how “in-the-weeds” someone wants to get.
NRG came to us with dozens of personas based around product offerings, instead of the psychology and motivations of their customers. We helped them move toward a deeper understanding of their customers and pain points.
The website is just one touchpoint in a customers relationship with NRG. We wanted to understand how it could help move people through the sales funnel into a lasting relationship with the brand.
We ideated against these pain points with the client, storyboarding ideas fore features on the website.
The amount of existing content on NRG.com was massive. We split the team into multiple groups, some getting after page level explorations, some building out modules, and some prototyping ideas for immersive story-telling experiences.
We keyed each persona to our modules, giving us the ability to rearrange the order of the page based on the content people were most interested in.
Flinto prototypes helped the development team elevate the experience at the level of every micro interaction.