Enercept Website
For Enercept’s website redesign, we focused on creating a user experience that was both intuitive and engaging. By incorporating thorough persona research into the design process, we ensured the website spoke directly to the needs and expectations of their target audience. Along with a modern, clean design that highlighted Enercept’s expertise in energy-efficient construction, we prioritized clear, impactful messaging to drive user engagement, conversions, and reinforce their brand identity.
Project Overview:
Client: Enercept Homes
Industry: Energy-efficient construction
Role: Senior Graphic Designer
Tools: Figma, Adobe XD, Adobe Photoshop, Illustrator, Microsoft Office Suite
Duration: Q3 2016 - Q2 2017
Project Type: UX/UI redesign, website overhaul, and rebranding
Background & Problem Statement
Enercept Homes’ existing website no longer reflected their growth, industry leadership, or the modern, energy-efficient construction they specialize in. The outdated site design featured an inconsistent color palette, fragmented structure, and a non-intuitive user experience, all contributing to poor user engagement and conversions.
We were tasked with not only redesigning the site but also improving the overall user experience and aligning the website with Enercept Homes’ redefined brand. The goal was to create an intuitive, engaging platform that would reflect their expertise, simplify user journeys, and improve accessibility across devices.
Project Goals
Rebrand Enercept Homes to position them as a leader in the energy-efficient construction industry.
UX/UI Redesign: Overhaul the website with an intuitive, user-centric design that supports easy navigation and accessibility.
Improve content clarity to enhance user engagement and conversions.
Implement mobile optimization to ensure a seamless experience across all devices.
Develop a design system for consistency across pages, using modern design elements and a refreshed color palette.
Research & Discovery
User Personas:
We created detailed user personas based on research into Enercept Homes’ target clients—homeowners, builders, and potential business partners. By understanding their specific goals and pain points, we crafted a design that would speak directly to their needs, ensuring an intuitive and relevant user experience.
Competitive Benchmarking:
A thorough review of industry competitors' websites helped us identify strengths and weaknesses, providing insights into best practices and innovative features to incorporate into Enercept’s redesign.
Sitemap & User Journey Mapping:
We mapped out the user journeys to ensure that key actions—such as exploring energy-efficient services or contacting Enercept—were easily accessible. This informed the restructuring of the sitemap, optimizing it to create a clear, user-focused navigation flow.
-
Name: David
Title: Sustainable Design Architect
Demographics:
Age: 42
Role: Senior Architect specializing in sustainable and green building designs
Location: Urban area, works with both commercial and residential projects
Expert in eco-friendly materials and building practices, but less familiar with SIP-specific details.
Goals:
Design energy-efficient, eco-friendly buildings with minimal environmental impact.
Ensure buildings are cost-effective without compromising sustainability.
Stay ahead of trends in green construction and meet government building standards.
Challenges:
Finding building materials that balance sustainability with cost-efficiency.
Communicating the benefits of green building materials to clients and stakeholders.
Ensuring reliable, consistent quality in eco-friendly construction materials.
Needs from Enercept:
Detailed information on the benefits and cost-effectiveness of SIPs in various climates.
Customization options for SIPs to meet specific design and energy efficiency needs.
Clear data on the environmental and energy-saving impact of SIPs for client presentations.
-
Name: Tom
Title: Residential Construction Contractor
Demographics:
Age: 50
Role: Owner of a residential construction company
Location: Suburban area, specializes in custom homes and eco-friendly builds
Practical and experienced in construction, but new to using SIPs.
Goals:
Provide high-quality, energy-efficient homes to clients while staying on budget.
Minimize construction time and reduce labor costs.
Educate clients on the long-term savings and sustainability benefits of using SIPs.
Challenges:
Lack of knowledge about SIP installation and material handling.
Need for reliable delivery and support during construction.
Concerns about how SIPs will integrate with other building systems and traditional materials.
Needs from Enercept:
Clear, detailed instructions and support for installing SIPs.
Information about SIP durability, cost-savings, and energy-efficiency benefits.
Reliable supply chain and customer support to ensure smooth project timelines.
-
Name: Jennifer
Title: Eco-Conscious Homeowner
Demographics:
Age: 34
Role: Homeowner and advocate for sustainable living
Location: Suburban, in the process of building a custom energy-efficient home
Interested in green technologies, energy-saving solutions, and home improvement.
Goals:
Build a home that is energy-efficient, sustainable, and cost-effective long-term.
Reduce carbon footprint and energy bills while supporting eco-friendly building methods.
Ensure the home is durable, comfortable, and healthy for the family.
Challenges:
Uncertainty about the best materials and technologies to use for energy-efficient construction.
Navigating the complexities of green building certifications and available incentives.
Managing the upfront costs of sustainable construction without compromising on quality.
Needs from Enercept:
Clear benefits of using SIPs in residential construction, especially for energy efficiency and cost savings.
Information on how SIPs contribute to improved air quality and long-term home value.
Detailed cost breakdowns and ROI projections for SIPs in residential projects.
-
Name: Mike
Title: Commercial Construction Project Manager
Demographics:
Age: 40
Role: Project Manager at a commercial construction company
Location: Large city, works on large-scale commercial and industrial buildings
Experienced in managing projects with a focus on reducing construction costs and improving energy performance.
Goals:
Complete commercial projects efficiently with minimal downtime and waste.
Incorporate energy-efficient and cost-effective materials to meet client specifications.
Ensure that all construction adheres to regulatory standards for energy efficiency.
Challenges:
Finding materials that can meet both building codes and energy-efficiency standards.
Managing large-scale projects with a tight budget and timeline.
Ensuring the longevity and low maintenance of the materials used.
Needs from Enercept:
Detailed specifications on SIP performance in commercial builds, particularly for energy codes and building regulations.
Customizable SIP solutions that meet specific project needs and budgets.
Case studies or examples showing the success of SIPs in large-scale commercial projects.
Design Strategy & Concept
Our redesign focused on creating a user-centric, modern, and sustainable experience:
Typography & Color Palette: We used earthy tones and greens to reflect Enercept’s commitment to eco-friendly building materials, and selected a modern sans-serif font for clarity and readability.
Iconography & Imagery: High-quality images were used to showcase SIPs in various construction projects, emphasizing their energy efficiency and sustainability.
Navigation & Information Architecture: Simplified and intuitive, the new structure prioritized user needs, making key information like product specs and benefits easy to access.
The Design Process
Wireframes & Prototyping
We created wireframes for the key pages of the website, ensuring a strong visual hierarchy and user-centered design. High-fidelity prototypes followed, allowing us to test the user flows and refine the design before moving into development.
User Testing
We conducted multiple rounds of usability testing to ensure the design was meeting user needs and providing an intuitive experience. Feedback was continuously integrated to improve ease of use and overall user satisfaction.
Mobile Optimization
With a mobile-first approach, we ensured that the final site was fully responsive and provided a seamless experience across desktop, tablet, and mobile devices.
Key Features of the Final Design
Homepage: A clean, visually engaging landing page that communicates Enercept’s values and showcases their key products.
Product & Service Pages: Each page featured detailed, relevant content for target audiences, including installation guides, product benefits, and case studies.
Streamlined Navigation: A simplified and user-centric navigation menu to help users quickly find the information they needed.
Mobile Responsiveness: The website was fully optimized for mobile, ensuring smooth functionality across all devices.
Sustainability Story: We included a dedicated page to highlight Enercept’s commitment to sustainability, offering insights into the company’s eco-friendly practices and building materials.
Results & Impact
Stronger Brand Identity: The new website and rebranding positioned Enercept as a leader in the eco-friendly building space, with a modern and cohesive visual identity.
Improved User Engagement: Simplified navigation and a well-organized site structure allowed users to find key information quickly, improving engagement.
Mobile Optimization: The responsive design ensured a consistent experience across all devices, leading to higher user retention.
Higher Conversion Rates: With optimized CTAs and a more intuitive user flow, lead generation and conversions increased significantly.
Industry Recognition: The new website received positive feedback from both internal stakeholders and external clients, enhancing Enercept’s credibility in the green building sector.
Results & Impact
Stronger Brand Identity: The new website and rebranding positioned Enercept as a leader in the eco-friendly building space, with a modern and cohesive visual identity.
Improved User Engagement: Simplified navigation and a well-organized site structure allowed users to find key information quickly, improving engagement.
Mobile Optimization: The responsive design ensured a consistent experience across all devices, leading to higher user retention.
Higher Conversion Rates: With optimized CTAs and a more intuitive user flow, lead generation and conversions increased significantly.
Industry Recognition: The new website received positive feedback from both internal stakeholders and external clients, enhancing Enercept’s credibility in the green building sector.
Implementation by Enercept’s Internal Team
Following the completion of the UX/UI design phase, Enercept’s internal development team took over the implementation of the website. We provided detailed wireframes, a comprehensive sitemap, a well-defined style guide, and all necessary personas and research to ensure a user-centric design foundation. My role was to ensure that these assets were optimized for both functionality and usability, with a strong emphasis on intuitive navigation, seamless user flows, and accessibility. Enercept's team then translated these design elements into a fully functional website, incorporating the content themselves. Our collaboration ensured that the final product not only met the company's business goals but also provided users with an enhanced, intuitive experience.
Conclusion
The Enercept website redesign and rebranding project successfully revitalized the company’s digital presence. Through strategic research, user-centered design, and modern aesthetic choices, we created a site that better reflects Enercept’s commitment to sustainable building materials and energy-efficient construction. The new website delivers an intuitive user experience, aligns with business goals, and enhances the brand’s professional image in the green building market.
The Problem: Outdated Brand Identity & User Experience
Enercept’s website was:
Visually Outdated: The color palette and design didn’t reflect Enercept’s modern, eco-friendly approach.
Poor UX: Navigation was difficult, and essential information was hard to find.
Non-Mobile Friendly: The site was not optimized for mobile devices, affecting user engagement.
Inconsistent Design System: The lack of a cohesive system resulted in an unprofessional and confusing site.
New Sitemap: Simplifying Navigation for a Targeted User Journey
A major part of the website update was restructuring the site's sitemap to create a clearer, more user-centric navigation flow. The previous structure was fragmented, with important content buried beneath multiple layers. By reorganizing the navigation, we ensured that users could easily access the most relevant information, enhancing both the usability and accessibility of the site.
Our approach was guided by user needs and business goals, ensuring that the site’s navigation was not only intuitive but also aligned with the company’s strategic objectives.