Griddy is a mobile centric energy startup aiming to provide consumers wholesale energy directly from the source. 


The Ask: To brand and develop Griddy into a platform that brings clarity and transparency to an antiquated industry

The agency was first tasked with providing creative direction and branding for the company. UX was then brought in to evaluate the business and how to communicate the value propositions Griddy brings to the average consumer. 
We've made the distinction that to appeal on price would be falling to deaf ears as home-owners have been bombarded with messaging around lower electricity prices. Griddy's value proposition is not cheaper utility bills, but a transparent easy to use platform that gives the power of choice back to the consumers.

My Role

To manage client relations, concepting the digital ecosystem, establishing the interaction design on, and manage the team working on Griddy.


The Audience


Primary Persona:

Tech Early Adopter

Newest tech is central to their lifestyle. Griddy’s innovative approach to energy and smart tech gives this consumer transparency and control over their electricity. The tech early adopter has adopted the "hacker" mentality, looking for products and services that allow them to live life the way they want to. This tech early adopter is using services like UBER, technologies like Amazon's Alexa, and products like NEST.  

Main Goals:
• To find a technology platform or service that supplements their already growing collection of new technology
• Avoid the painful processes, hidden fees, and terrible customer service associated with utility companies
• Save money on their electricity bill


Secondary personas:

Bargain Hunters

Bargain hunters are exactly what the name implies. This persona's primary goal is to find the cheapest price for anything in their life. In Griddy's case, its Griddy's transparent real time pricing that appeals most to bargain hunters. The ability to control your energy usage, and essentially "hack" your energy bill is their primary driver in trying Griddy's innovative service.

Sustainable Shoppers

Willing to pay more for sustainable products (or the perception of sustainability), this consumer will only change behavior if they believe its better for the planet. Griddy's technology allows users to tap into energy when it is the most sustainable. Energy prices in a de-regulated market drop when more sustainable energy is available.


Identifying Market Size in Houston, TX

We see initial numbers through demographic research utilizing a number of different social media, surveys, and research platforms.

We established tech early adopters as our primary persona because of a combination of value proposition resonance and audience size potential in Houston, TX.


Identifying Passion Points within our primary persona

Young Homeowners

For the young homeowner, who has not had the exposure and experience dealing with utility companies, the Griddy message is tailored to appeal through innovation, transparency, and ease-of-use. 

Tenured Homeowners

The tenured homeowner, we mix in a combination of messaging and appeal that relates to their past experience with utility companies. (confusing bills, hidden fees, and impossible to navigate digital experiences)



Designing the Digital Experience


Planning the conversion sided eco-system


Planning the marketing website

Griddysitemap.png was a marketing campaign based on emulating a popular electricity utility provider search engine for Texas residents. This web property, provided by the state of Texas was where 72% of Texas would search and find the appropriate energy provider for their home. We planned to evoke feeling of frusteration and contempt against electricity companies amongst long term homeowners.


App design/oversight

The client had the actual mobile platform build go to a different agency. As we got closer and closer to platform launch, the Griddy client asked us to take on more of an involved role with the app development and launch. Re-organizing some of the app screens so the information is more easily digestible, and adding animations and transitions to have the graphs and diagrams become easier to decipher and understand.


Personal Reflection

Micro Interactions and Cognitive Load and how we fell off the deep end

Throughout this project, the entire team found it extremely difficult to convey the brands message and value proposition through just text and imagery. Not only did we find the message too complex to convey through static assets, we found that it fell flat emotionally and did not have the impact we wanted. So we incorporated a number of short video clips and assets that worked hand in hand with the copy  to deliver the message and emotion we wanted our customers to feel.


For lack of better terminology, went off the deep end. We ended up loading the homepage of the platform with a lot of different assets which ended up making the experience extremely heavy and cumbersome, forcing users to dwell on a certain area of the homepage for periods of time ranging from 5–9 seconds. Looking at on-page analytics, we found that the user would fall off before experiencing what the team considered key components of the brand message. Of course with the client in absolute love with the experience of the homepage, we compromised by re-ordering the content modules so that if users wanted, they could drop off without missing any of the key messaging we were trying to convey.


improving on pre-existing designs and architecture without onboarding

With the actual platform development being with another agency, being brought on at the very end of the project without proper onboarding, making recommendations and design tweaks proved extremely difficult and required an immense amount of effort from our end. With very little to go off of besides a working prototype and some screen designs, our team tried our best to make recommendations to improve the general overall experience of using the Griddy platform. Being put into this kind of position illustrated just how important information about design systems, limitations, and information architecture are, when dealing with a mobile product like Griddy.