Bringing So Energy's Account Experience to Mobile
UX/UI DESIGN · MOBILE APP · PRODUCT STRATEGY
With the desktop customer account redesign complete, the next step was clear: bring that same clean, capable experience to mobile. As customer behaviour shifted decisively toward smartphones, So Energy needed a native app that delivered more than a responsive port — it needed to be genuinely useful, fast, and built for the way people actually manage their energy.
I led UX and content design for the app, working closely with the engineering team to translate our new design system into a mobile-first product. The goal wasn't just feature parity — it was designing an experience that felt natural in your hand.
The app gives customers full account access on the go: bills, usage, payments, meter readings, and tariff management — all from a single, well-structured interface. Behind the scenes, we used it as an opportunity to introduce new retention-focused features that give customers more reasons to stay and engage.
34% increase in self-serve actions completed via mobile
4.6 average app store rating within three months of launch
100% feature parity with the desktop account
22% reduction in support queries for account and billing tasks
18k monthly active users within the first quarter post-launch
Energy Insights On-the-Go
Customers can check their balance, monitor consumption trends, view upcoming payments, and stay updated on account activity — all at a glance, wherever they are.
The usage graph — one of the most engaged-with features from the desktop redesign — translates beautifully to mobile, giving customers an immediate, visual read on their energy behaviour without needing to dig into statements or call support.
Seamless Account Management
Customers can update personal details, submit meter readings, manage payment methods, or switch to a greener tariff — all without needing to pick up the phone or open a laptop.
Every self-serve journey was designed to be completable in under three taps from the home screen. The simpler it is to stay, the less reason there is to switch.
Proactive Support
Before Problems Arise
One of the clearest drivers of churn in energy is financial surprise — an unexpectedly high bill, a missed direct debit, a rate change with no warning. The app addresses this head-on with predictive features that put customers ahead of the curve.
Push notifications, in-app alerts, and bill forecasting work together to keep customers informed without creating noise. The result is a more confident, less anxious relationship with energy costs.
Designed for iteration
Grounded in the same design system as the desktop account, the app is built to move fast. New features slot into existing patterns without starting from scratch, and the token-based system means visual consistency is maintained automatically.
Performance is monitored through Datadog, GA4, and Hotjar — with real user behaviour validating every decision and identifying friction before it becomes a problem.
Retention as a design goal
Retention isn't an afterthought in this product — it's baked into the feature architecture. Usage insights, loyalty milestones, sustainability tracking, and proactive alerts all serve a single purpose: making customers feel in control and genuinely valued.
When staying with an energy supplier feels as effortless as switching, the conversation about churn changes entirely.