Jacob Di Domenico
Case study
Hydro One's decision to redesign the myEnergy Rewards landing page in house was an opportunity to blend UX insights with modern design strategies. Leading the project, I used user research to craft an intuitive, conversion-focused experience. The redesign prioritized data-driven decisions, clean design, and a clear narrative to boost enrollment and engagement.
UX strategy, UI design, web development, prototyping
UX designer, UX developer
Figma, Wrike, Visual Studio Code, Microsoft Sharepoint, HTML, CSS, Javascript
2 months July 2024- August 2024
Intro
The myEnergy Rewards program landing page redesign presented an opportunity to merge user experience principles with strategic marketing goals. Tasked with bringing this project in-house, we embarked on a journey to enhance Hydro One's digital presence, creating a streamlined and engaging platform that motivates users to enroll in the program.
Through a combination of user insights, competitive bench-marking, and innovative design approaches, we re-imagined the landing page to address pain points, amplify the program's value, and drive conversions. This case study walks you through the process, from uncovering user needs to launching a solution that balances functionality and storytelling, ultimately contributing to Hydro One's mission of a more sustainable energy future.
Goal
The primary goal of this project was to craft a landing page that adheres to marketing best practices while addressing user pain points and enhancing the overall experience. The redesign focused on creating an approachable yet professional interface to promote the program effectively and increase enrollment.
Research insight
Before initiating the design process, we conducted extensive research to understand user behavior. Insights from heatmaps showed areas where users frequently dropped off, while user interviews revealed confusion about program benefits and enrollment processes. These findings informed key design decisions.
Research insight
The prior landing page lacked a clear call-to-action structure and presented information in a cluttered manner. Users struggled to quickly find important details about eligibility and rewards, while sections like FAQs were buried, limiting their effectiveness. The design was not optimized for mobile devices, resulting in poor engagement on smaller screens.
Research insight
We conducted a thorough analysis of similar energy programs in the industry to benchmark best practices and identify trends that could inform our design process. Through this research, we observed a strong emphasis on clear and concise storytelling, which helped effectively convey the value of these programs to users.
Research insight
User behavior analysis revealed significant challenges with mobile engagement on the previous landing page. Mobile users struggled with navigation due to cluttered design and poorly optimized touch interactions, leading to frustration and abandonment. By prioritizing mobile optimization, we aimed to create a more fluid and intuitive experience.
Design considerations
Hero section: Immediate engagement with clear CTAs, visuals and verbiage.
Negative stakes section: Addressing the challenges of rising energy demand. What happens if they dont enroll in the myEnergy Rewards program?
Value proposition section: Highlighting benefits of joining the program. Making sure users understand the value of joining the program.
Guide section: Positioning Hydro One as a trusted authority in the industry be sharing testimonials of users already enrolled in the program.
Plan section: Simple steps to enrollment. Breaking down complex things and making the whole experience seem fun, intuitive, easy for the users to enroll.
Explanatory section: Deeper dive into program impact. Giving customers a detailed understanding of the program and what it has to offer.
FAQ section: Addressing common questions upfront.
Contact section: Clear contact options for additional support.
Black 400
#242424
Black 500
#424242
White 100
#ffffff
White 200
#e2e2e2
Teal 400
#005866
Teal 500
#1A6976
Teal 550
#257F8B
Vibrant Teal 400
#77E9C6
Mint 100
#DDF0EA
Mint 150
#CEE1DB
The choice of typography on websites plays a crucial role in establishing a modern, readable aesthetic that enhances user experience. With versatile styles and web-optimized designs, well-chosen typography ensures clarity, accessibility, and a cohesive brand identity, fostering trust and engagement with users.
Hydro One's use of the Roobert font on their contact page embodies a modern, clean aesthetic that enhances readability and user experience. With its versatile styles and web-optimized design, Roobert ensures a cohesive and accessible interface, reflecting Hydro One's commitment to clarity and professionalism in digital communication.
Heading one - Roobert semi-bold
Heading two - Roobert semi-bold
Heading three - Roobert semi-bold
Heading four - Roobert semi-bold
Heading five - Roobert semi-bold
Heading six - Roobert semi-bold
Body copy - Lorem ipsum dolor sit amet consectetur adipisicing elit. Quae, harum.
The launch
We used an iterative design process, gathering stakeholder feedback and refining the page through multiple rounds of testing. Emphasis was placed on usability, ensuring the page met Hydro One's goals while remaining user-friendly.
The final page was built with responsiveness in mind, ensuring seamless functionality across devices. With HTML, CSS, and JavaScript, we created an adaptable framework that maintained visual integrity on mobile and desktop.
Collaboration with the Hydro One team ensured that the final design aligned with brand guidelines and stakeholder expectations. Regular reviews and updates kept the project on track.
Impact
The redesigned page delivered significant improvements in key metrics.
35%
A 35% increase in user sign-ups within the first three months.
22%
Average session duration rose by 22%, reflecting better engagement.
18%
Bounce rate decreased by 18% due to improved navigation and clarity.
40%
Mobile conversions increased by 40%, demonstrating the effectiveness of the responsive design.
Jacob possesses a unique blend of creativity and pragmatism. This harmonious fusion of his design and development prowess consistently culminates in the timely delivery of exceptional outcomes.
Jason Somai
Digital Manager - Hydro One
Finished product
The redesign of the myEnergy Rewards landing page demonstrates the power of user centered design in driving real world impact. By addressing usability challenges and crafting a clear, engaging narrative, we created a platform that not only informs but inspires action.
