Dynegy is a retail electricity provider that offers competitive energy rates to residential and commercial customers across several states in the U.S., including Ohio, Illinois, Pennsylvania, and Massachusetts. They have been serving millions of customers for decades with a focus on transparent pricing and reliable service. Dynegy operates by offering electricity supply plans while the delivery and maintenance of the electricity infrastructure are handled by local utilities.

As the lead Visual designer, I was tasked with creating an online presence that effectively communicated their brand’s commitment to transparency, reliability, and community engagement. Dynegy, a prominent retail electricity provider, serves millions across key states in the U.S., and their website needed to reflect their role as a trusted energy partner for both residential and commercial customers.

The project presented several unique challenges:

Complex Information Architecture: With multiple states, energy plans, and customer types, organizing the content in a user-friendly manner was crucial.

Brand Integration: As the official energy provider for the Chicago Cubs, integrating this partnership into the site’s design while maintaining a professional and consistent brand image was key.

Community Engagement: Highlighting Dynegy’s community initiatives and customer satisfaction guarantee required a delicate balance between marketing and genuine connection.

User-Centered Design: Conducted extensive user research to understand the needs of both residential and business customers. The design process was driven by these insights, ensuring the website was intuitive and accessible for all users.

High Conversion Rate: Prioritized and streamlined sign up process for high conversion rates for residential and business customers by breaking down the form in to several and arranging questions that required minimum cognitive load for the customer.

Responsive Design: Given the diversity of Dynegy’s customer base, the website was designed to be fully responsive, providing an optimal experience across all devices.

Streamlined Navigation: Implemented a clear, straightforward navigation system that allows users to easily find and compare energy plans based on their location and needs.

Engaging Visuals: The design incorporated clean, modern visuals that reflected Dynegy’s brand values while also enhancing the user experience. Special attention was given to the presentation of Dynegy’s partnership with the Chicago Cubs, seamlessly integrating this into the overall design.

The redesigned website has significantly improved user engagement, with increased customer satisfaction and a more streamlined sign-up process. By focusing on clarity, ease of use, and community connection, the new Dynegy website stands as a strong reflection of their commitment to powering communities with both energy and care.