This project optimized energy savings for Virginia by aligning user needs with statewide energy initiatives through purposeful UX design. As a result, the platform simplified workflows, improved accessibility, and surfaced meaningful insights—enabling users to take measurable actions toward reducing energy use while supporting broader sustainability and policy goals.
Virginia Energy Sense
Role
UI Design
UX Research
Interaction
Client
VES
Programs
Figma
Confluence
Time
8+ Months
Social Listening &
Digital Audit
A comprehensive examination of Virginia Energy Sense's digital footprint, utilizing Synthesio, SEMRush, and Google Analytics to drive data-backed UX enhancements.
⚡ Summary
Content/Messaging
Through research, we identified two main stages in the user journey: Awareness/Motivation and Ready To Act.
- • These are the two phases audience members move through. First they learn why it's important to save energy, and then they move into the action phase.
- • Our KPIs and messaging will differ by phase to reflect these groups.
Audiences
Within each user journey stage, there are multiple audiences with different motivators and awareness levels.
- • Examples of these audiences are new homeowners, Gen Z'ers moving into their first apartments, and rural homeowners.
- • We will create messaging to reach audiences ranging from completely unaware of energy saving and its benefits to fully committed and ready to make changes.
Channels
No one platform by itself can reach all the various audiences across Virginia.
- • It will take a coordinated messaging and campaign effort — spanning digital paid media, earned media placements, and owned social media — to get information out.
💡 Recommendations
Offer tips and tricks that are easy to implement, like thermostat changes.
Embrace seasonality by posting more during times of peak interest.
Introduce new content types and messaging to drum up engagements.
Reintroduce channels like Instagram with a new look and feel aligned with the upcoming content strategy.
Focus messaging and keyword strategy on specific, achievable tasks instead of general energy saving terms.
In the long term, optimize pages and content to increase traffic from search engines.
Methodology & Scope
We aggregated and analyzed data from September 1, 2020, to August 31, 2021, examining public posts, owned channels, and website performance.
Social Listening
Used Synthesio to aggregate data from Twitter, Reddit, Instagram, YouTube, Facebook, blogs, and forums.
SEO & Keywords
Leveraged SEMRush to analyze traffic sources and identify keyword opportunities in the consumer energy sector.
PR & Partnerships
Analyzed news pieces and internal content to identify promotion opportunities for initiatives and success stories.
Key Findings & Metrics
Our comprehensive analysis revealed critical insights across multiple digital channels. The data-driven approach enabled us to identify content gaps, optimize SEO strategies, and enhance user experience across all touchpoints.
Traffic Growth Opportunities
Identified 40% increase potential through targeted keyword optimization
Social Engagement Patterns
Peak engagement during energy-saving seasons and bill cycles
Mobile UX Improvements
65% of users access via mobile, requiring responsive optimization
Website Traffic Sources (%)
Energy Saving Tips
Click any card to flip and see detailed information
UI Toolkit
This UI Toolkit is a comprehensive design system created to ensure visual consistency, scalability, and usability across digital products. It includes core components, layout systems, iconography, and interaction patterns designed to streamline workflows and support efficient, user-centered design.