NW Natural

For one of Portland’s most recognizable utilities, our task was to reimagine the digital customer experience available through nwnatural.com. By providing consistency through simplification, our aim was to streamline navigation and elevate key customer tasks. We also cultivated a new brand experience focused on lifestyle elements.

Focus
Design Lead
Brand Identity
 UI & UX Design
Product Strategy
Photography Art Direction 

Business Goals

Scenarios and Journey Maps

As research continued we defined a set of key user scenarios that where further refined in future design sprints.

Wireframes & User Flow

This scenario follows the user through the process of enrolling in paperless billing. It links the enrollment to an improved and streamlined account registration.

Experience Vision

We emphasized our design strategy for NW Natural by creating an experience vision. Built on a set of design principles, these guidelines were an output of client and customer interviews and serve as an anchor for everything to come after, including brand story, design elements, photography, motion and key features. It became an artifact for both internal team and client to remain confident in our alignment moving forward.

Design Principles

Design System & Component Library

A full design system was developed as our process evolved and a comprehensive component library was created using the atomic design structure.

The direction for NW Natural photography is rooted in local familiarity. It looks authentic with small imperfections and features plenty of moody weather. These stock images became a guideline for future photoshoots.

Studio
Connective DX

Team
Scott Donnell - Creative Direction
Allison Henry - Design Lead
Kate Acomb - UX Lead
Chris Gilmore - Visual Design & Motion
Katherine Gray - Content Strategy

Next: Financial Platform