*Overview

Renogy is a global leader in both the D2C and B2B sectors for RV solar solutions. How can we expand it's impact into the residential solar industry?

As a UX Designer and Researcher for Renogy X, a new subdivision by Renogy, I explored multiple paths in understanding what our customers would look like in this new market through competitive analysis and user trends. With the help of my Brand Manager, we were able to construct the branding, design system, and tone of Renogy X. My next goal was to work website to spread awareness and create a call to action to connect with our sales team to allow customers to purchase a solar for their residential unit.
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Roles: UX Designer, UX Researcher, Brand Designer, and Social Media Manager

Years: 2022 - 2024

Tools: Figma, Adobe Photoshop, Hootsuite

Team:
‍Florian Philippe - Brand Manager
Fiona Tan - UI Designer
Gary Pannu - Developer

*User Research

Evaluating how customers and partners of residential solar companies view their overall experience

The goal of our user research is to analyze how both customers and partners learn about and order their solar solutions as well pinpointing pain points and benefits for the the inexperience, the advanced, and everyone in between. We'll evaluate and utilize our key insights to create a brand guidelines, design system, and experience that is more streamlined and fulfilling.

*Wireframe and Lo-Fi Prototype

Creating the user flow to visualize how those using our website could reach their end goals.

Wireframe

Lo-fi Prototype

The initial design was a great exploration in finding a solution that caters to both business partners and potential customers, especially those who are still considering a variety of residential solutions. It was imperative to start building a hierarchy that details the benefits about purchasing from our company in a streamlined matter. The goal was to funnel those who are interested into our quote page to start building leads.

My goal with the Lo-Fi prototype was to build upon the wireframe using user feedback. Although we didn't need to have the content and copy 100% accurate at this stage, it was important to consider the purpose and placement of the displayed information. I was expanding on the standalone quote page, using key questions through collaboration with our sales team to accurately produce a quote for our customers. While working on the mobile design, I was able to start working on the desktop version to mirror the design and information.

*Mid-fi Prototype V1

Applying our brand guidelines to the website

Once the content and hierarchy have been approved through various stages of iteration, my next achievement was to start applying our established branding to the design. The balance of an aesthetic and an on-brand design interweaving with structured and digestible content was key in ensuring our website remain a streamlined and enjoyable experience for our users.

*Ideation: Before and After

Iterating on the past designs to ensure a more delightful experience for our users

Custom Slider

The layout of the Cost Section was modified to create a stronger and more coherent funnel of information. The emphasis on average amount saved by customers using our residential solutions would entice those to inputting their own monthly costs. Those who are elated with the projected savings can use the accessible CTA to enter the instant quote page.

Product Showcase

We utilized the brand guidelines and design system to revamp the product showcase. The kits are enlarged to give our customers a more grand and elite feeling while reassuring them the quality of our products.

Instant Quote

After testing with our Product and Sales team, we were able to reconfigure the Instant Quote page to a more cohesive 4 Step process. The quote is streamlined with one question per step to help make for an easygoing experience. Once completed, it outlines all necessary financial information and next steps for our D2C users.

*Final Design

Our solution gives our new subdivision, Renogy X, a platform to showcase it's products, brand promise, and process in a refreshing and simplified manner. We also give customers, installers, and partners an easily accessibly process to purchase our residential systems and contact our team for more information through our CTAs to the Instant Quote off-ramp,

Desktop Capability

While designing with a mobile first mentality, we still wanted to keep in mind the importance of responsive design. Throughout the prototyping stage, I would continue to work on the desktop UX to ensure it is able to scale the look and feel of the mobile breakpoints for those users who are visiting on larger devices.

Dedicated Product Pages

Although you can find quick blurbs about the Battery, Inverter, and Panel on the landing page, we decided to include a standalone page for each product. These pages are for those customers who are still unsure about purchasing from or partnering with Renogy X. Each of the pages include vital details about our system, including spec sheets, warranty details, and features. Every page will lead to our the Instant Quote page to help funnel our customers down the pipeline.

Brand Representation

We utilized our brand voice and pillars help build the foundation of our website's copy. Our goal was to reference our historic and accolade-filled history while promising to carry over that performance into this new residential endeavor. One of the biggest themes of the website is having a fully digital experience for our customers and partners which revolutionizes the normal door-to-door business practice within the solar industry. We also wanted to highlight the importance of being a transparent company, with our manufacturing and business practices, which is something that the solar businesses are in need of.

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*On The Roadmap

Continuing our work to allow those to achieve their energy freedom

Dedicated Partner Page

When the D2C side of the website was completed, my next task was working on a more fleshed out Partner page. Prior to onboarding our developer, I had created a standalone page on HubSpot. With the added bandwidth and skills on the team, we were able to accomplish the other half of the Renogy X website.

*Branding

Renogy X is a challenger brand in this space - but one with significant assets: solar heritage, direct sales model, aggressive pricing, and a unique fully-digital customer experience. The brand essence should reflect that of a confident challenger

Phase 1: The goal for the beginning phase was to explore multiple styles that could work well with Renogy's original branding as well as exploring possible names for the subdivision. I incorporated various elements, such as a similar color palette as well as the iconic stroke-styled rounded squares in my different mockups.

Phase 2: After meeting with and getting feedback from the CEO and President for both Renogy and Renogy X, I got more inspiration from different architectural styles. The goal of this exercise was to find ways to intersect the styles of physical buildings and the different tones and moods they produce with our brand guidelines.

Phase 3: I kept iterating by evaluating the different brand archetypes the new subdivision can identify with. I created a new set of moodboards with the 3 closest archetypes: Explorer, Hero, and Friend. After further assessment, we concluded that a mixture of hero and friend would be most effective given our target demographic.

Phase 4: After rounds of feedback, we decided the name of Renogy X was the strongest choice due to it's boldness and ability to stand out from other residential solar companies. My next goal was to work on modifying the original logo to both keep the ethos of Renogy while still being able to establish the new brand. During this stage, we were also able to solidify the color palette, typography, and other guidelines.

Final Iteration

View Brand Guidelines

*Reflection

The past 2 years were crucial for me and my growth, both as a product designer and a person. It was my first time back in the role after the pandemic happened, but the difference was that this time, I was working on a product that will actually create a shift and impact people for the better. Renogy’s original goal was to help people achieve smarter, simpler, and most importantly, affordable off-grid solar gear. The next step was for Renogy X to provide their homes with the same high-quality solar you’ve come to expect from Renogy, with a streamlined, digital journey that’s built around them – not salespeople. We were able to build the company, brand, and process from the ground up and give hundreds of people the solar solutions custom built for them as of 2024. Now we’re entering more spaces, such as schools, churches, and farms.

I want to thank Renogy X and my peers for giving me the opportunity to work on a fun, challenging, and impactful project. Being able to collaborate with other team members, like Product Engineers and Sales Directors, as well as handing off the design to our developers showed me how important it is to amalgamate all of our skills to create something so magnificent. It also allowed me to step out of my comfort zone and find ways to intersect business, visual, and marketing with design.