Outcomes

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+3.4% more users completed sign-up on mobile

Brought in ≈600 additional customers per quarter, driving up revenue and ROI.

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+17.9% faster from landing to finished task

Users got through the process faster, freeing up support and raising completions

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-3.9% drop-off rate down

Kept more users in the funnel, turning missed opportunities into real sales.

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Context & Challenge

NRG-TK was launching new products and pushing their brand refresh. The company needed a mobile experience that could support its new strategy, prove the value of marketing spend, and meet the rising expectations of digital-first customers.

The old mobile site killed conversions. Users faced dense info, repeated zip code entry, and unclear plan choices. Businesses needed a simpler, faster path to sign up that grew sign-ups without ballooning support.

My Role

• Led the end-to-end mobile journey redesign, from first scroll on the landing page to the new plan-comparison screen, owning UX, UI, and content architecture.
• Prioritized & scoped features in weekly stakeholder jams, basing every trade-off on user research, business targets, and a 14-week launch window.
• Partnered with business, product, analytics, and marketing teams to make every step smoother and move the business metrics that mattered.

Discovery questions

We started with in-person interviews to hear real user stories, not just read marketing and analytics insights.

🔎 My focus:

• Where are people getting stuck or giving up?
• What matters to them on mobile?
• What info do they need to make a choice?
• Where does the site overload or confuse them?