Power On
A service-design overhaul that transformed a complex, intimidating energy-resilience offering into a clear, trustworthy, end-to-end journey that businesses could understand, navigate, and adopt with confidence.
Energy resilience is critical for businesses that can't afford interruptions. Yet the concept of microgrids and backup systems was complex and intimidating for customers. The challenge was to simplify this journey, making it easy for businesses to understand, adopt, and act on without friction.
BCG's CEO, Rich Lesser, refereed to the effort as
"the best of BCG"
Challenge
Making energy resilience understandable
Energy resilience was mission-critical for businesses, yet microgrids and backup systems felt overwhelming; the project reframed this intimidating landscape into a journey simple enough for any business to understand, evaluate, and act on without friction.
Divergence
Finding clarity in confusion
Interviews with stakeholders and potential users surfaced confusion around jargon, uncertainty about benefits, and difficulty picturing how microgrids fit into their operations—insights that shaped a service-design direction focused on clarity, trust, and accessibility.
Ideation
Designing the service touchpoints
I created wireframes, landing pages, admin flows, email templates, and a UI toolkit to visualize how the service should work end-to-end, collaborating with engineering to ensure feasibility and making thoughtful trade-offs to keep the product lean.
Convergence
Refining the end-to-end journey
Adobe XD prototypes tested with users helped refine the service: simplifying navigation, sharpening messaging, and aligning the visuals to customer expectations so the entire journey felt approachable, actionable, and credible.
Solution
A clear, actionable energy journey
The MVP experience combined landing pages, admin tools, and communication templates into a cohesive service ecosystem that guided businesses from awareness to understanding to adoption, balancing technical depth with accessible storytelling.
Outcome
Adoption, recognition, and expansion
The project was highlighted by BCG CEO Rich Lesser as “the best of BCG,” empowering businesses to confidently adopt energy-resilience solutions while enabling the client to expand into solar, microgrid, and efficiency offerings through the innovation center we helped build.
Takeaways
Designing for the complex
This work taught me how to translate highly technical offerings into human-centered journeys, coach client teams on lean UX, and present strategy directly to C-suite leaders—proving that service design can unlock adoption even in the most complex, engineering-heavy domains.
