Breakerbox

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Transforming the energy market with transparent and sustainable tools

As one of two full-time designers at Breakerbox, I touched every visual and product design in order to effectively communicate new digital experiences for electricity procurement and management. This included Breakerbox’s web and mobile e-commerce experience, static and animated branding assets for marketing and sales campaigns, and exploratory prototypes to drive conversation and yield insights from stakeholders and industry experts.

What I did

App Design

Web Design

Web Development

Logo Design

Brand Design

Product Strategy

What I did

project details

<bb-pink-text>Project One<bb-pink-text>

Circuit: AI-Managed Energy

The Problem

Small to medium sized businesses often view electricity procurement as a cut-and-dried formality with little to no room for savings. As a result, these organizations lock into long-term, fixed-rate electricity plans that wipe away the true cost-saving opportunities that lie within the constantly fluctuating electricity market.

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The Objective

Breakerbox’s data scientist and software engineers built an algorithm that optimizes electricity costs by automatically switching between short-term energy contracts, ensuring that customers never pay more than the utility rate. However, the effectiveness of this technology hinged on capturing the attention and reasoning of SMB owners, most of whom have no knowledge such a cost-savings strategy.

My objective was to design and test multiple ads and landing pages to explore and identify the most compelling language, savings strategy, and customer inputs that would drive adoption of this new technology.

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Design Process

We decided on testing three ads and three landing pages among six SMB owners. These designs aimed to better understand the desirability of each of the three unique products that derive from Breakerbox’s new technology. During the test, participants shared their screen and verbally expressed their reactions while viewing and engaging with the designs.

I began the tests by showing each of the three advertisements within a sample LinkedIn timeline, a natural habitat for many SMB owners. The resulting feedback highlighted that the message of "beating the utility rate" resonated the strongest.

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Broadly, each of the three landing pages expanded upon the approaches highlighted by the advertisements.

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Landing Pages

Each landing page is presented below as a Figma prototype. Version 1 and 2 have interactions, so click around to get the full experience!
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Version 1

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Version 2

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Version 3

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Results & Impact

Receiving feedback on each of the three prototypes enabled me to identify which elements of the prototypes triggered the most customer interest and provided the necessary clarity around savings opportunities in the electricity space.

Specifically, SMB owners were much more interested in learning about how the energy market functions when the landing page illustrates how and where energy savings exist for their actual location. The savings calculator created made the testers feel more comfortable with sharing personal and business information, as they realized that they are currently leaving money on the table.

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For the final design, I combined the successful elements of each landing page version into a cohesive experience that considered the ideal language, strategy, and inputs. Although designs from the test that were less desirable, such as the two plans or clickable visual animation, were removed, they yielded valuable input that enabled me to further refine the favorable parts of the page.

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Final Design

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<bb-pink-text>Project Two<bb-pink-text>

Battery Storage Tool

The Problem

Managing the electricity grid is a game of balancing supply and demand. These two forces are responsible for the variety of fluctuating charges seen on a utility bill, yet many consumers have no idea that they can play a role in stabilizing energy systems, creating cost-saving and revenue-generating opportunities for their home or business.

Energy storage via on-site batteries has become the best method of eradicating these variable electricity costs by lowering your reliance on the grid during peak pricing hours and recharging when energy costs lower at night. Although these industrial batteries are readily available, many business owners are unaware of the technology’s impact on their electricity bill, especially given the perceived complexity of the market.

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The Objective

Given Breakerbox’s mission of transforming electricity procurement and management, battery storage represents a critical opportunity to capture the attention of millions of energy consumers looking to save money by leveraging technology. The CEO had an idea for how to do this: Create a tool that enables any business owner to visualize their unique energy savings given an investment in battery storage.

My goal was to design and test a prototype of this tool, the Battery Storage Evaluator. This tool would be used to not only evaluate the impact of battery storage on a businesses electricity costs, but it would serve to educate consumers about the energy market and illustrate how and where batteries make a financial impact. This would require the creation of multiple interactive prototypes, each explaining a specific concept or conveying savings on a certain utility charge. Combined, these components should create a comprehensive tool for any energy consumer to understand the functionality and impact of battery storage.

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The Solution

Below are two of the interactive prototypes that are also embedded within the broader Battery Storage Evaluator tool. Each of these Figma prototypes are interactive, so ensure you click around to see the full experience.

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