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.
Lead Product Designer
Role
Product Design
UI + UX
User Research
Prototyping
Design System
Customer Journey
Brand Design
Focus
Design Director
Product Manager
Product Designers
Content Strategist
Collaborators
Connective DX
Agency
During research, we defined key user scenarios to guide our design process. These scenarios were expanded during subsequent design sprints to closely align our work with real user needs and behaviors.
We mapped the user’s journey through the process of enrolling in paperless billing to be a more efficient and streamlined experience.
We developed an experience vision informed by insights from client and customer interviews. It served as a crucial reference point for all subsequent work streams, including brand storytelling, design system, photography, motion, and key product features.
These guidelines became an artifact for our internal and client teams to remain confident in our alignment moving forward.
As our design process evolved, we developed a comprehensive design system that underpins our approach. This system includes a robust component library structured around atomic design principles, ensuring consistency and scalability across the experience.
