A website to attract partners, investors and talent to power the green transition
Better Energy needed an online presence which spoke to multiple stakeholders across different markets. I led the website visual design from wire-framing to launch, co-creating accessible, on-brand UI components, enabling external consultants to deliver a fully accessible website.
Client
Better Energy
Role
UI Designer
Year
2024
Services
UI design
Design system
Design system
The project
A new digital experience to support a growing business
Better Energy is a renewable energy company who develop, construct and operate large-scale solar parks that deliver green energy across 4 markets.
As the business transitioned from start-up to scale-up, the brand narrative shifted from 'who we are' to 'how we do it'. The existing website couldn't support the new narrative, on both audience and internal levels. It was a challenge to meet accessibility standards since page headers rendered inconsistently over images and the visual language did not reflect the current maturity of the company. The CMS had limited features and editability, and there was no design system to reference when adding new features.
My role
Lead UI expert designing the details, building the system
Working alongside external consultants handling the UX and technical aspects, I led the UI design, bridging the gap between business strategy and technical design.
I matched user groups to core brand themes during discovery workshops and analysed the existing website, identifying areas with poor accessibility and lack of information hierarchy.
I co-created the design system, building components and applying the new visual identity, ensuring accessibility was built into the foundations. I also conducted testing and collaborated directly with developers to ensure build matched design.
Defined the new visual language for the website.
Co-created wireframe components alongside external UX consultants.
Applied visual identity to components and built page layouts.
Conducted tests, identifying bugs prior to launch.
Collaborated with external technical consultants to ensure build matched design.
Reflections
One challenge
I lacked the mandate to define the initial design sprint for the design system. This meant I was required to create visual identity and build foundation components at the same time. It resulted in a delay to the visual design and proved unnecessarily stressful for the whole team.
One change
Push back harder on visual design being included in the same sprint as wireframe components.
In reality, there were simply too many iterations on wireframe components during the sprint to allow the visual design to be applied. It was more efficient to apply visual design once components were signed off and page layouts were ready to test out colour application.
Recommendations
In their words
"Josephine is a natural team player who thrives in cross-functional collaboration. She successfully led a team of design specialists while working closely with senior management, stakeholders, and external partners to drive the project forward."
Christian Mølgaard
Christian was Senior VP of Communications at Better Energy, and managed Josephine directly from 2022 - 2025
