Green Mountain Energy

In 2024, I helped lead the design and migration of Green Mountain Energy’s website—transforming a legacy platform into a modern, scalable, and brand-consistent experience. Below are a few key outcomes from this high-impact project.

Challenge

When I joined the project, it quickly became clear that we weren’t just moving content—we were about to repeat years of design debt. The old site had dozens of button styles, multiple fonts, inconsistent colors, and a fractured experience across pages. We needed more than a lift-and-shift. We needed a design-led overhaul to create brand consistency, modern UI, and scalable systems that would work for years to come.

Solution

I led the creation of the Green Mountain Energy design system in Figma—defining foundational global styles, 50+ reusable components, 10 page templates, and full responsive grids. I collaborated with another UI designer to refine type, color, iconography, and components, ensuring alignment with brand, UX best practices, and dev feasibility. This system supported 84% reusability across the site, speeding future projects and saving nearly $1M in development costs.

Seeing It Through

From design to development, I helped guide the site build across teams—working closely with developers, PMs, and authors. I reviewed every component, provided detailed QA, and held daily dev check-ins to ensure each element matched spec. I also created a full library of authoring training videos and templates, and personally authored dozens of high-priority pages including the homepage, Shop page, CTAs, and landing pages.

Launch

Despite tight timelines and mid-project grid fixes, we launched on June 2024, without major issues. Post-launch, conversion rates increased 24% month-over-month, even with reduced media spend. We also reduced marketing pages by 63%—from 1,800 to 691—improving SEO, site speed, and long-term maintainability.

Team Shoutout

This project was powered by a stellar team. Special thanks to the UI designer for co-developing the system, our PMs for steering the ship, developers for rebuilding nearly every component with me, and the content and design team for delivering at scale. This was truly a team win.