ABOUT
As a Product Designer at Perch Energy, I craft intuitive, engaging user experiences by blending storytelling with data-driven insights. I am passionate about identifying and addressing user pain points through research and usability testing, ensuring designs solve real problems. A strong advocate for seamless navigation, I collaborate across marketing, product, and development teams to create cohesive, user-centered journeys that deliver measurable results.
Perch Energy is a community solar provider that connects subscribers to local solar farms, delivering bill credits for shared solar energy without the need for rooftop panels. They manage subscriptions, billing, and support, making solar access straightforward and cost-effective.
Operating in an emerging market where customer and client messaging is still evolving, my role is both challenging and rewarding. I develop innovative product solutions, intuitive user flows, and tailored messaging strategies for diverse stakeholders, including residential and commercial subscribers, solar providers, and state legislators. At the same time, the design team is streamlining digital self-enrollment, door-to-door sales, and telesales processes to deliver a seamless, consistent experience across all user touchpoints.
Enrollment Overhaul
I joined the team during the analysis phase of Perch’s digital enrollment overhaul. By identifying user pain points, eliminating redundancies, and analyzing drop-off data, we led a comprehensive tear-down supported by usability testing and empathy mapping. The result was an optimized enrollment journey that boosted conversion rates and delivered a more engaging, intuitive, and satisfying experience for users.
Findings
The most significant drop-off was occurring during the sign-up stage, where users were required to input their name, email, and phone number. To address this, we implemented a Google sign-in option and repositioned the sign-up step further into the enrollment funnel. This adjustment not only simplified the process but also accommodated low-intent users, allowing them to review and approve a utility savings offer before committing to providing their personal information.
Additional optimizations included:
- Progressive Disclosure: We reduced friction by breaking onboarding into smaller, manageable steps, delivering quick wins to keep users engaged.
- Clear Guidance: We added the 'why' behind each step and made help options more visible to assist users throughout the process.
- Immediate Value: We landed users in a dashboard experience that showcased the product they had just signed up for, creating a positive and rewarding final impression.
Results
- Reduced Customer Acquisition Cost (CAC) from ≈$400 to <$150 by enhancing door-to-door sales efforts with a streamlined digital enrollment platform
- From 2023 to 2024, achieved a 267% increase in leads generated, a 226% rise in completed steps, and a 4x boost in conversions
- Scaled the business with 261% growth over the past two years
Door-to-Door Enrollment App: Optimized Utility Connection & eSign Flow
Challenge: Field agents reported frequent user drop-offs during utility-account connections—driven by distrust of external links and overwhelming legal disclosures.
Solutions:
- Trust-Centered UX:
- Replaced external redirects with a seamless in-app modal, mirroring familiar payment flows (e.g., PayPal), featuring:
- Dynamic utility logos (tailored to user location)
- Real-time security proof (padlock icons, "Connected to secure.pge.com")
- Session transparency (clear encryption status)
- Simplified Legal Journey:
- Consolidated scattered disclosures into a single, guided flow:
- Contextual "Continue" buttons ("Sign disclosures")
- Checkbox validation per section (eSign → Terms → Disclosures)
Friction-to-trust UX conversion
Legal UX simplification
To explore more of my work or discuss potential collaborations, feel free to reach out to me.
