Redesigning So Energy's
Customer Account
UI DESIGN · SAAS PLATFORM
In my recent project with an innovative energy company, I worked with a small team to redesign their online customer account — a long-neglected area of the site with no clear ownership and years of unmanaged changes. The result was an inconsistent, confusing experience that needed a complete overhaul.
The redesign focused on simplifying key interactions and improving usability, with a strong emphasis on mobile responsiveness as customer behaviour continued to shift. Beyond improving the interface, I aimed to create a scalable, future-ready foundation that could support new features and evolving technology. By tackling legacy code and system constraints, we were finally able to implement the new design system, clean up the codebase, and deliver a modern, streamlined customer account experience.
Comprehensive token system covering colors, typography, spacing, and motion
200+ production-ready components with full accessibility compliance
Interactive documentation site
Automated design-to-code workflow reducing handoff friction by 60%
Why a Re-design was Needed
The redesign was driven by a clear goal: simplify the experience and make essential information easy to access. Energy usage, billing, payments, and switching information were buried or difficult to understand, causing unnecessary customer frustration.
Beyond usability issues, the company was transitioning to a new design system, and this was a perfect moment to rebuild the account experience from the ground up.
Energy Usage Graph
A major enhancement in the redesign was the addition of the energy usage graph, giving customers a clear, visual way to track and understand their consumption. This improved transparency, reduced support queries, and increased customer confidence in managing their energy.
For the business, it became one of the most engaged-with features and created a strong foundation for future insights and energy-saving tools.
Improving Self-Serve Capabilities
We introduced a range of self-serve options, enabling customers to manage details, payments, and meter readings independently. This made the experience quicker and more convenient while reducing reliance on customer support.
For the business, fewer routine queries eased demand on support teams, lowered costs, and contributed to higher overall customer satisfaction.
Impact
The redesign creates a strong foundation for a future-ready digital experience—supporting new features, modern technologies, and improved customer satisfaction. With a cleaner codebase, unified design system, and simplified flows, the team can now iterate faster and deliver updates more efficiently.
Customers now find it easier to access key information like bills, transactions, and usage. Clearer navigation, better hierarchy, and responsive layouts have reduced friction and made the platform far more intuitive across all devices.
We continue to monitor performance through Datadog, GA4, and Hotjar, using real user behaviour to validate decisions, identify issues early, and drive ongoing improvements.
