Direct Energy was undergoing massive brand updates, and needed page iterations that were inline with the new brand standards, but were also aligned to user feedback gathered in the new user research portion of the process.

I was part of the Direct Energy design team and had taken the initiative in starting the UX research practice and integrating it into the design process as well as designing new product pages for the Direct Energy rebrand.

I designed over 70 prototypes and wireframes that shaped new products, enhanced website functionality, and optimized mobile experiences for future scalability. I led user research efforts—including A/B testing, live interviews, and usability studies—to inform data-driven design decisions. I also delivered eight strategic UX reports to leadership.

The redesigned experiences improved mobile user retention by 15% and boosted customer satisfaction by making key interactions more intuitive and accessible. Streamlined UX processes cut design and development costs by 30%, while data-backed recommendations from my UX reports helped leadership prioritize high-impact product enhancements.