Improving the sign-up conversion rate and online sales for Powershop


Renewable energy



The Team:

In this project, I worked in collaboration with five team members around Australia.
We all contributed across project stages, mainly using Miro, Google docs, Slack and Figma.
I took on the additional role of client communications throughout the project.

My Role:

Client Liaison, Research, Information Architecture, Wireframe, Prototype, Testing

Project Time:

6 Weeks

Company Overview:

Powershop entered the Australian market in 2014. Its purpose is to create a better energy future for Australians and the planet by offering businesses and homes 100% carbon offset energy at no extra cost. They currently provide energy plans to businesses and homes in Victoria, New South Wales, South East Queensland and South Australia.

Project Overview:

The Powershop sign up form has not been updated since it was introduced in 2014. Fundamentally – it’s costing Powershop customers. It is proving to be a barrier to sign up due to it’s clunkiness and not following UX best practices. There are multiple pages, ways to input data are outdated, and not convenient for mobile users.

Brief Objectives:

  • To improve the sign up conversion rate and online sales
  • Ensuring the sign up form is as frictionless as possible
  • Implementing best practice UX design
  • ‘Hand off’ or ‘complete later’ functionality
  • Provide UX map with UI design sign up form for both desktop and mobile devices

Research Conducted:

Interview & Surveys

By collaborating online through Miro, we analyzed the insights to develop groups of related content into an affinity map. This helped identify our pain points and emphasize with potential customers.

Key Insights & Findings

During our interviews and surveys, our goal was to understand why potential clients signed up with Powershop, or did not go ahead. We also uncovered pain points and barriers from the current sign-up form by watching them create a new account. We understood where the form fell short for potential clients by having an in-depth interview and solved many of their questions through educational content and creative solutions.

The essential insights were:

  • Interviewees didn’t feel confident about how Powershop offset their energy and felt there was not enough transparency on their website.
  • The language throughout the form was confusing to people who do not understand industry terms such as NMI and MIRN. 
  • Interviewees were hesitant to pay upfront, and the wording around how Powershop handles payments came off aggressive.
  • The forms functionality and design felt outdated, and some interviewees lost confidence.


Problem Statement

Energy consumers looking for clean electricity providers feel overwhelmed in understanding products, services and inclusions when purchasing (signing up) online.

Meet Matt Power and Sarah Newbie!

Matt is tech-savvy and confident in changing his energy provider. He likes to do research annually to get a few quotes before swapping his service online. Our second persona Sarah Newbie is just as the name suggests. She wants to know more about green energy and isn’t as confident choosing a provider as Matt.

How Might We?

How might we provide energy conscious consumers a balance of convenience, product knowledge and a seamless sign up process to give them the confidence to engage and commit to a new energy provider.

User Flow

Minimum Viable Product (MVP)

Identified quick wins and helped create a strategy for phase 1 and 2.

Phase 1 Strategy

  • Decide what is essential in the form and how can we simplify each task.
  • Incorporating affirmations throughout the form highlighting Powershop’s ethics towards Green Energy and being 100% Carbon Neutral
  • Break down pain points concerning the payment page, which currently has a 40% drop off rate on the form.

Crazy 8's

As a team, we each created a series of sketches to develop our user flow. We then uploaded our drawings to a Miro board, where we reviewed the designs and voted on the best solutions. This process led to our Lo-Fidelity wireframe, where we refined the sketches and started working in Figma.

Low-Fidelity Wireframes

By developing our sketches into low-fidelity wireframes, we laid out the functionalities and designs of the form. We then fine-tuned each page and focused on the content while covering pain points around our research analysis.

Mid-Fidelity Wireframes

At this stage, we started including accurate spacing, headlines, and buttons. We also placed the boards into a wireflow to show exactly how the pages will work together.

High-Fidelity Prototype

This led us to the High-Fidelity Prototype that we tested with users.

Click on each mobile to play video.

Usability Testing Insights

We tested the prototype with 5 users ages 30+ and we received a Sus score of 91 out of 100.

Below are some of their thoughts.

• The form is really clean and simple to use

• The pop up explanations help users understand industry terms

• The ability to refine my usage for an accurate quote

What we fixed

• The quote page had a lot of text and hard to follow

• Refined the process to restart an estimate

• Updated affirmations on the loading pages to provide more transparency

Moving Forward

With a new sign-up form in place, we have proposed recommendations from our MVP board for phase 2.

  • Finesse the user experience creating their password via the verified email after submitting the form.
  • Review the onboarding experience to educate new clients about the Powershop app and the benefits of purchasing Powerpacks to reduce their carbon footprint.