Aim: Engagement and campaign tracking

This project involved an energy giant operating multiple legacy products as a results of their early effort of moving to digital solutions and the merging of sub-brands. Challenges included fragmented technology use that translated on the customers’ side as multiple apps serving the same purpose but requiring different authentication methods, redirect loops, lost purchases or deals, and loosing track of campaign returns. Following a large-scale survey on customer experience that highlighted problems with login and registration, a unified onboarding and authentication experience was decided. This approach is intended to decrease dropout rates and boost campaign returns. I came on board to lead the design initiatives shortly after the technical groundwork was laid.

Work done:

To create unified onboarding experiences across different business domains from the four different geographic regions impacted, I balanced input from their technical constraints and marketing needs with standardization efforts. Applied a consistent approach across the customer segments and platforms, including B2C clients authenticating through the native app and B2B clients using a desktop-first responsive web platform. I mapped and evaluated the existing authentication processes between the native and web applications to identify conversion breakpoints, transferable elements, and those requiring cultural adjustments. The outcome was a unified customer identity platform and simplified authentication flow that significantly minimized friction, successfully migrated legacy app users, and made coupon utilization trackable and campaign return measurable.

• Interaction architecture
• Qual/quant analysis and prototype building / testing
• Product–engineering collaboration
• Decision transparency
• Systems thinking & complexity reduction