Redesigning for Trust
An Energy Website Revamp That Converts
Challenge
The Existing Website Was Not Generating Leads or Course Sign-ups
Despite strong technical offerings and a professional background, the company was seeing almost no inquiries or conversions through its website. After performing a heuristic audit and stakeholder interviews, several key pain points were identified:
Outdated Design
The look and feel of the website made it appear untrustworthy and amateurish.
Confusing User Flow
Users were frequently disoriented by sudden external redirects, inconsistent page structures, and a lack of visual hierarchy.
Redundant Content
Many services were described across multiple pages with unclear distinctions, leading to content fatigue.
Low Credibility Indicators
There were no testimonials, case studies, or proof of expertise, making it difficult for new users to trust the brand.
Solutions
A Streamlined Design System and Reimagined Information Architecture
To address the above issues, I redesigned the site around four targeted improvements:
Consolidating Redundant Content
Before
Repetitive service descriptions scattered across multiple pages.
After
Consolidated services into well-structured individual pages with targeted CTAs and visual summaries.
Streamlined Sitemap
Before
Users were often redirected without context and couldn’t predict where links would take them.
After
Simplified navigation, with a clear and consistent path from homepage to contact or course sign-up in 2–3 clicks.
Enhancing Trust
Before
No client feedback, credentials, or clear human touch.
After
Added testimonials, serving map, and proof of impact—helping visitors build trust faster.
Reflection
Design Alone Can’t Solve the Problem—But It Can Build the Bridge
This project emphasized how much poor structure and outdated visuals can undermine even the best service offerings. Through iterative design and close collaboration with stakeholders, I was able to create a site that not only looks more modern but actually helps users understand and trust the brand.
One key learning was how to translate complex, technical services into a simple narrative that resonates with users. Another was understanding the balance between business goals and user needs—design isn’t just about polish; it’s about focus, flow, and friction removal.
Project overview
Client:Productive Energy Solutions (PES)
A U.S.-based energy consulting firm serving industrial and commercial sectors with energy audits, training programs, and custom engineering solutions.
Although their services were high-value and technically strong, their website did not reflect this professionalism. Users struggled to navigate, understand offerings, or build trust—resulting in almost zero course sign-ups or inquiries.
From the client
"It was a pleasure working with Yilin as she developed the conceptual design and style frame for my new website. She worked diligently and patiently to convince me of why things should be included, and challenged me to fill in the content to bring life to the design."
— Ronald Wroblewski
Team
Yilin, Ron Wroblewski(Client) , ANMOL GUPTA(Dev · UX)
Duration
4 months
My Role
UX Designer · Researcher
Yilin chen
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