Rhythm Energy - Clean Energy
Vordo is a voice-first AI planner that turns spoken thoughts into structured tasks, smart tags, and calendar blocks. With layered views Weekly Priorities, Today’s To-Dos, Break Time tasks and lifecycle reminders, it cuts planning time by 70 % and helps users double their task completion rate.
My Role
Product Designer — Interaction Design, Visual Design, User Flows, Wireframing, User Research.
Timeline & Status
September 2022 to November 2022
Tools
Problem
Rhythm’s online “Plans” experience was meant to help Texans switch to a renewable electricity plan in minutes but customer behavior told a different story. Web analytics and support logs revealed three critical pain points:
Information overload – A long, detail-heavy list forced users to parse tariff jargon ( $/kWh vs. estimated bills, credits, term lengths, green perks ) without any guidance.
Low comparison confidence – Shoppers couldn’t easily line up plans side-by-side or tailor pricing to their actual usage, so many abandoned the funnel to “research later.”
Hidden conversion blockers – Key CTAs scrolled off screen, and the Learn-More pages repeated content instead of clarifying differences, stretching the decision cycle.
These frictions drove soft KPIs the team cared about higher bounce rate, calls to support, and a measurable dip in plan selection completion.
Key Design Solutions
Vertical full-width plan cards
Replaced the six up grid with a single column stack that fits all plans within the first scroll. Larger touch targets, a clear left to right reading flow, and reduced visual noise lower cognitive load and apply Fitts Law for faster selection.
Category ribbons and benefit taglines
Each card begins with a pastel ribbon such as “Simple Plans,” “Remote Work Friendly,” or “Big Home Bigger Savings,” followed by a one line benefit. This chunking groups options by lifestyle need and quickly answers “Is this for me?” before price appears.
Illustrative hero thumbnails
Playful three dimensional illustrations anchor every card, creating quick visual cues and boosting perceived usability without relying on lengthy copy.
Decision-driving badges and chips
• Popular badge on the top seller Simple Green Flex provides social proof.
• Utility chips like “12 months,” “Without EV,” and “Solar Panel Required” highlight critical qualifiers at a glance, preventing misclicks and support calls.
Price hierarchy in plain language
A bold headline rate such as 20.3¢ per kWh is supported by a smaller usage disclaimer below. This keeps compliance intact while letting the headline price do the selling.
Single high-contrast call to action per card
Replaced multiple buttons with one purple “Start Saving” button, keeping the conversion path unmistakable and the visual field uncluttered.
Integrated user experience and conversion levers
• The vertical list exposes all options immediately, so users compare effortlessly.
• Chunked labels encourage consideration of higher tier plans such as “Watt a Deal 12” with its bill credit callout.
• The balanced mix of illustration, copy, and pricing matches Rhythm’s friendly voice and speeds comprehension.
Above the fold credibility bar
Retained icons for “Thousands of five star reviews,” “Fair and transparent pricing,” and other trust builders, reinforcing credibility before users dive into plan details.
Together, these solutions streamline scanning, build decision confidence, and place the primary Start Saving action front and center, directly addressing abandonment and low conversion in the original flow.
Outcome
By replacing the dense rate-table grid with vertical, full width plan cards, clarifying benefits with lifestyle ribbons and chips, and keeping a single high-contrast “Start Saving” CTA visible at all times, the new flow is designed to move shoppers from curiosity to commitment in fewer steps and with greater confidence. If delivered and A/B tested against the current experience, we anticipate measurable wins across the funnel:
Plan-selection conversion: +15–25% more visitors complete enrollment
Decision speed: 20–30% reduction in average time from page load to first CTA click
Average revenue per customer: 5–10% lift as persuasive labels nudge users toward higher value plans
Bounce/abandonment: 12–18% fewer exits before interacting with a plan card
Support inquiries: 10–15% drop in “Which plan is right for me?” calls or chats
Enrollment NPS: 6–8 point increase thanks to a clearer, more trustworthy presentation
Together, these outcomes translate to higher top-line growth, lower acquisition costs, and a smoother, more delightful path to clean energy for Rhythm customers.
