Overview

I led the design and user experience transformation of Con Edison's customer-facing digital platforms. The scope included a complete website redesign of the Sustainability Report and CARE sections to address key usability challenges contributing to high bounce rates and low user engagement.

Design Strategy & High-level Goals

The primary objective was simplifying the user experience, improving task flow, and increasing feature visibility. By focusing on faceted filtering, graphic enhancement modules, custom icons, branded illustrations, and responsive wireframing, I collaborated with a cross-functional team to deliver a seamless, user-centered solution aligned with ConEd’s business goals and brand standards.

Design Strategy + Proposed Solution:

Crafting a User-Centered Experience:

1. Simplify Navigation: Reduce the number of clicks required to access the Find Your Clean Energy Program section.

2. Enhance Filtering: Implement a faceted filtering system to help users easily narrow results by Customer Type, Savings, and Energy Type.

3. Reduce Scrolling and Streamline Filtering: Redesign the Contractor Partner table to a Table-to-Filter format, improving usability and efficiency.

4. Increase Feature Discoverability: Enhance the visibility of the Find Your Clean Energy Program section using visual cues, hierarchy, and contextual relevance to boost engagement.

5. Maintain Brand Consistency: Ensure all design systems and grids align with Con Edison’s established brand guidelines for visual coherence.

6. Table to Form Transition: Transition the lengthy contractor list for incentives and rebates into a more user-friendly Table-to-Form layout, reducing cognitive load and making the information more digestible.

Design Process

Wireframing & Layout Design: The design process began with mid-fidelity wireframes provided by the external agency’s UX and content teams. After reviewing these, I refined the grid structure, typography, and layout to better align with Con Edison’s brand standards and address the identified usability challenges. The final design was built upon my refined wireframes, which served as the foundation for the UI team’s work. 

Design Decisions

1. Content Hierarchy & Clarity: Users were overwhelmed by dense content, leading to fatigue and high abandonment. I worked with the UX and Content/Copy Team to streamline the copy and refine the visual hierarchy, making the content more readable and easier to navigate, resulting in improved engagement.

2. Typography & Grid Refinement: I refined the typography and grid system to enhance legibility, visual balance, and consistency across pages. This ensured a unified design language aligned with Con Ed’s brand guidelines for a more seamless user experience.

3. Faceted Filtering: Implemented a filtering system on the “Find Your Clean Energy Program” pages, allowing users to quickly narrow results by categories (e.g., Customer Type, Savings, and Energy Type), improving the search process and user experience.

4. Simplified Navigation: Moved the “Find Your Clean Energy Program” page from a buried submenu into the global navigation, increasing visibility and ease of access for users seeking rebates and incentives.

New Streamlined Experience

Explore the live platform to see the full implementation of the redesigned user experience, including the enhanced filtering system and updated navigation.

Table to Form Final Result

To see the module’s full implementation, visit the live site.

Faceted Filtering

This allows users to filter through Clean Energy programs and the most relevant incentives to them, streamlining the experience. Visit the Live Site.

Graphic Enhancement Modules + Branded Illustrations

One of the main challenges we faced was losing the call to action (CTA). Users struggle with dense content and lack clear next steps, leading to fatigue and high bounce rates. A key redesign aspect was breaking down dense content and using graphic enhancement modules that paired illustrations with text, solving our hierarchy issues and making the content more digestible. This approach made the site feel fresher and gave users intuitive and more actionable insights.

During the Quick-Wins phase, I created the first iteration of the “How to Get Started” graphic module. Due to template limitations for desktop and mobile, this module was designed as a static image without CTA buttons. Content that was buried in the body copy was now front and center in this new graphic format.

The first design laid the foundation for the agency’s design team, who would take the concept further. I partnered with the team to art-direct and refine the final version of the module, ensuring the design was consistent with the wireframes and aligned with the overall design system.

As we moved into the UI design stage, I collaborated with the agency’s UI designer to select the appropriate icons and illustrations. Rather than starting from scratch, we used the assets from the first iteration and integrated them with the existing design system. However, if the current library didn’t have suitable assets for specific content, I designed custom assets to convey the particular content better.

Results

The result was a cohesive set of graphic assets seamlessly integrated into the website and aligned with ConEd’s brand identity. These visual elements guided users to their goals—whether finding the right energy-saving program or understanding how rebates worked. The result was a more intuitive and enjoyable user experience with clear visual cues and actionable insights that improved user engagement.

Impact

The final design successfully addressed user pain points by improving discoverability, simplifying navigation, and streamlining the user journey. Key features like rebates and incentives became more visible, and the overall user experience was enhanced through visual clarity and intuitive interactions. These changes increased user engagement, reduced bounce rates, and created a more accessible platform.