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Strategy and Product Launch

UX Lead @ NOMAD 2016-2017

The ask: To help launch Griddy, a Houston based mobile centric energy startup providing dynamically priced energy without the middle man.

I led the team responsible with creating the digital ecosystem and UX/interaction design consulting with the mobile app.

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.

Understanding our Users

We had three main user personas that were given to us by Griddy to base our digital communication strategy on. With one primary persona and two secondary persona's we start at evaluating their lifestyle and behaviors to effectively brainstorm messaging and medium concepts to reach them

Tech Early Adopters

Goal: To find a technology platform or service that supplements their lifestyle while also satisfy their need for new technology

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.

Bargain Hunters

Goal: Find the cheapest price for anything in their life.

Bargain hunters are exactly what the name implies. Griddy's transparent real time pricing should appeal 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

Goal: Find the most eco friendly and sustainable solution to their electricity needs

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

Building the digital lead capture experience

Effective marketing strategies involve multiple entry points and an entire ecosystem that works together to inform, persuade, and ultimately convert customers.

Designing the landing pages & emails

Consulting with external app developers

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.

Post Project Reflections

Micro Interactions, 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.