Breakerbox: Simplifying Energy Contracts for Businesses and Homes

UX Design, Usability Testing, Product Design, Information Architecture, Content Strategy, Design System

What is Breakerbox?

Breakerbox is a startup; it provides a marketplace that connects energy suppliers with small to medium-sized businesses and residential customers, offering a transparent and user-friendly platform for comparing and purchasing energy contracts. By demystifying complex energy pricing structures, Breakerbox empowers users to make informed, cost-effective decisions.

CHALLENGE:

Breakerbox worked with IDEO Collab to create a comprehensive system that catered to both SMBs and residential customers. The goal was to simplify the energy shopping experience, enhance transparency, and improve user trust while accommodating fluctuating energy prices and diverse customer knowledge levels.

RESULTS:

  • User Growth: Increase in active users within the first year.

  • Conversion Rates: Improvement in contract sign-up conversion rates.

  • Market Penetration: Growth in website traffic driven by targeted ad campaigns.

  • Brand Recognition: Enhanced user trust through clear, educational content and data-driven design improvements.

My Role

Product, UX, UI Design Lead – Led the end-to-end design process, from user research and concept development to wireframes, high-fidelity prototypes, and final visual design. Collaborated closely with cross-functional teams, including IDEO Collab team, product owners, developers, data scientists, and marketing leads, to ensure cohesive and impactful product experiences.

Worked with Breakerbox's internal product team, data analysts, marketing strategists, and external stakeholders to align business goals with user needs.

Team

Tools Used

Figma, Adobe Creative Suite, Jira, Confluence, UserTesting, Google Analytics

Timeline

1-2 Years (other projects accomplished during this timeline, simply showing the highlights).

The Approach

  • Brand Identity: Crafted a fun, whimsical, and versatile visual identity that distinguishes Breakerbox from traditional energy marketplaces.

  • Product Design: Developed the marketplace platform, supplier portal, and user interfaces tailored to both SMBs and residential customers.

  • Marketing & Growth: Designed data-driven ad campaigns, email marketing strategies, and quarterly reports in collaboration with data scientists and marketing leads.

  • User Research: Conducted extensive user testing to identify pain points, validate design decisions, and refine the product for diverse audiences.

  • Simplify the energy shopping process for both SMBs and residential users.

  • Enhance transparency in contract details and pricing.

  • Improve user engagement through data-driven design.

  • Foster trust through clear, concise communication.

Objectives

  • Complete brand identity package including logo, color palette, and typography.

  • High-fidelity prototypes for SMB onboarding, residential shift, and partner portal.

  • Comprehensive design system to maintain consistency across platforms.

  • User research reports and usability testing insights.

  • Email marketing templates and workflows.

  • Quarterly data-driven market analysis reports.

  • Advertising assets for digital campaigns.

Deliverables

Initial Product Site

The Foundation of Transparent Energy Shopping

  • Objective: Simplify the energy contract shopping experience for business owners. Designed to educate users and bring transparency to pricing. Focused on demystifying energy contracts through interactive elements.

  • Audience: Small to medium-sized business owners seeking clarity in energy contract options.

  • Approach: Created interactive widgets explaining contract terms, pricing trends, and potential savings.

  • Outcome: Increased user engagement and conversion rates, validated through A/B testing

  • Key Learning: Simplifying language and visuals greatly enhanced user engagement. While creating a visual progression made information easier to digest, users ultimately prioritized price above all else, with educational content serving more as support than a deciding factor.

  • Prototype: Initial Design

Shift in Audience to Residential

Streamlining Energy Choices for Homeowners

  • Audience: Residential energy consumers looking for quick, transparent contract options.

  • Objective: Optimize price comparison for residential customers.

  • Approach: Streamlined interface, focusing on quick, clear pricing comparisons based on user feedback.

  • Outcome: Reduced bounce rates and improved clarity in decision-making processes.

  • Key Learning: Users preferred minimalistic designs with clear CTAs, highlighting the need to prioritize simplicity in residential user flows.

  • Prototype: Evolved Design for Residential Users

Partner Portal Dashboard

Empowering Partners with Data-Driven Insights

  • Audience: Business partners managing customer relationships and marketing campaigns.

  • Objective: Enable partners to efficiently track customer data and launch targeted campaigns.

  • Approach: Designed customizable dashboards with real-time analytics and campaign management tools.

  • Outcome: Improved partner engagement and operational efficiency.

  • Key Learning: Flexibility and personalization in dashboards significantly boosted partner satisfaction and usability.

  • Prototype: Partner-Focused Dashboard

Quarterly Reports

Turning Data into Strategic Market Insights

  • Audience: Internal stakeholders, investors, and business partners interested in market trends and performance metrics.

  • Objective: Deliver actionable energy market insights to stakeholders.

  • Approach: Collaborated with data scientists to create visually engaging, data-rich reports.

  • Outcome: Enhanced stakeholder confidence and informed strategic business decisions.

  • Key Learning: Clear data visualization and narrative storytelling increased report readability and impact.

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Ad Campaigns & Portal Communications

Personalized Communications for Greater Engagement

  • Audience: Existing and potential customers in need of contract renewal reminders and energy-saving tips. Potential customers and businesses targeted through digital advertising platforms for lead generation.

  • Objective: Increase customer retention through targeted email workflows and generate leads and enhance brand visibility.

  • Approach: Developed data-driven workflows tailored to user behavior and contract renewal cycles. Created bold, whimsical ad creatives aligned with Breakerbox’s brand identity across digital platforms.

  • Outcome: Boosted open rates by 20% and click-through rates by 15%. Achieved a 30% increase in website traffic and improved lead conversion rates.

  • Key Learning: A/B testing on subject lines and personalized content significantly improved engagement metrics. Consistent branding across platforms with strong CTAs maximized campaign effectiveness.

Ad Campaigns

Portal Communication

Reflection

The challenge was not just designing for usability, but demystifying an industry riddled with confusion and distrust. This project pushed me to think beyond aesthetics and functionality, focusing instead on how design can foster clarity and trust in an often-overlooked space.

What stood out was the iterative nature of our process—testing, learning, and refining. Every user feedback session revealed hidden pain points, from misunderstandings about contract terms to emotional responses tied to pricing unpredictability. This insight shaped our approach, leading us to create intuitive flows, reduce cognitive load, and prioritize transparency in every interaction.