Generating engagement around solar performance

The Research

BKO started this project by conducting user interviews with key PVEL stakeholders, customers, and partners. We created three surveys based on the user targets whose point-of-view were critical to the success of the microsite:

To best understand how to display the Scorecard results, we needed to identify how users wanted to consume the findings and what they were doing with the information once they had it in hand.

Our primary focus during the research stage was to get qualitative data that highlighted unidentified issues that may have been overlooked so that we could be confident in our design decisions.

We surveyed 20 participants and conducted twelve user interviews. To identify common themes in the data we collected, we used affinity mapping.

Moving forward, we deepened our analysis of the website by completing a content inventory/audit and conducting a heuristics evaluation based on Jakob Nielsen’s Usability Heuristics.

To ensure that we created a user-friendly information architecture, we performed a hybrid card sort where we had set categories that users could organize the cards into and also allowed users to create their own categories. The feedback from the card sort resulted in the navigation structure in the diagram above.

After all the competitive analysis and research phase, we transitioned into visual design by developing a mood board that communicated the artistic direction of the site.

The Solution

Once the art direction was approved, our next step was to design a site that exceeded the defined success metrics: drive traffic, engage prospects, re-engage existing customers, and generate leads from manufacturers to participate in the next Scorecard.