Aim: Engagement and campaign return

This project involved an energy giant operating across multiple legacy products as a results of their early effort of moving to digital solutions and the merging of sub-brands. These 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. A previous large-scale survey brought up the need for a unified onboarding and authentication experience as a core solution to reduce dropout and increase return on campaigns.

Work done:

To create unified onboarding experiences across different business channels and geographical locations, I balanced input from different product and business areas regarding their technical constraints and marketing needs that could impact the remodeling. Applied a consistent approach across different user 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 geographical adjustments. The outcome was a unified customer identity platform 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 testing
• Product–engineering collaboration
• Decision transparency
• Systems thinking & complexity reduction