Website redesign


Introducing a sustainable smart battery that will pioneer a new era of energy storage.


April - August 2021


Lead UX / UI Designer



Energy storage can be an intimidating topic for people who don't know anything about it. Ample information exists on the web, but it's difficult to know where to start reading, let alone what to even search.


Create an educational, friendly experience for energy newbies to learn more about Blip's smart battery value proposition, and sign up for updates to eventually purchase the battery.


I redesigned every page on the site but will focus on my improvements to the Home and Product pages below.

  • Restructured content and clarified messaging based on user research for all web pages
  • Refined and updated UI design
  • Strengthened company branding
Success metrics
  • Increase average page depth and length
  • Refined and updated UI design
  • Improve overall satisfaction and enjoyment from visiting the site
Final product
Design Process
Key Challenges
  • The final hardware design is still being rendered so I had to be flexible with adapting my designs with the many moving parts.
  • Balancing the desire to design engaging animations and interactions with our limited development resources.

Our interviewees barely knew about electricity and were not used to spending time or money on energy. To ensure that they understood exactly why our energy storage product, blipOne, should be a household staple, we had to educate users in a digestible, clear way.


My designs for Blip's site were well received by both the blip team and users alike, who felt that the site was easier to navigate, had a clearer brand identity and voice and solved the MVP's problems.

Understanding the user

Research Goals
  • To learn about people's views towards their electricity usage
  • To see how much knowledge customers had about energy
  • To gain insights into their priorities regarding backup power, cost savings, and environmental impact
Research methods

The team conducted 104 interviews with renters across the country with varying socio-economic backgrounds. I analyzed their executive summaries of the interviews to learn more about the user Blip was targeting.

I have no idea how many KwH I use per month.
- Jimmy, 25
Key Findings

Customers don't know how much about their electricity bill aside from when to pay it


People didn't know how to be more environmentally conscious with their energy usage aside from just using less electricity and turning unused items off


People didn't spend money on energy products so were unfamiliar with this type of device and how blipOne would logistically and aesthetically fit in their home

How might we...

Establish a baseline of energy knowledge so that they understand blipOne's value proposition


Show how the device integrates seamlessly into their lifestyles with no added hassle or behavioral changes


Emphasize blipOne's low barrier to use and thoughtful hardware design (e.g. the aesthetic, size, and mobility)


User persona

With all of the interviews and surveys conducted, I created a user persona, Katie, to help hone in on who the target customer was for our product and how we might best communicate our value proposition to her.

MVP Analysis

I critiqued the existing MVP website through Katie's perspective, identifying obstacles that prevented her from achieving her goals while brainstorming potential improvements and additions.

To start, I conducted a content audit to quickly identify what was useful and effective versus what could be eliminated. In doing so, I noticed that the hierarchy of information on the MVP was not aligned with what users expressed was most important to them. Users had asked questions during their interviews that were not being answered by the site.​​​​​​​

Key Obstacles

Customers don't know how much about their electricity bill aside from when to pay it


Users don't see any information on the product itself or how it works


Users don't understand Blip's value propositions based on the existing information shown

How might we...

Reduce redundancy with clarified information architecture and messaging


Include product details section with information about its hardware design (e.g. color, size, portability)


Add sections about backup power since this is the most universal use case

Competitive Analysis

I also researched competitors in the energy storage space to learn about what content others featured and how successful they were at marketing their products. This was a helpful exercise that helped me gain inspiration for how we might present our value propositions.



For the Product page, I focused firstly on the structure and content with respect to blipOne's value propositions and what users wanted to know about the device.

While sketching, I asked myself, "What are the users going to do on the website? What are their goals?" which helped me narrow down my priorities:

  • Clarify content structure and messaging
  • Focus on the blipOne product itself and how it works
  • Distinctly explain each of the value propositions, in order of relevance to our customers
Feedback + Iterations

After wireframing, I collaborated with the CTO and CEO to review my sketches and existing and new content proposals.

Key Takeaways:

  • Although the use cases were briefly addressed towards the top of the page, the team wanted to provide more thorough explanations and dedicate more visual real estate to the use cases even earlier on.
  • Backup Power is a more universal use case than Cost Savings, so moving it above savings could draw more interest.
  • The "How it Works" section might be easier to understand if it included a simple list of steps as opposed to a diagram as I initially envisioned.


High fidelity design

I started designing the copy and layout of each section based on the feedback I received. I worked with the Graphic Designer to engage users with consumer-friendly graphics to complement the approachable messaging.

Why choose Blip?
❌ Pain point
The MVP had a mix of unhelpful and repetitive information in its "Why choose Blip" section.
💡 Recommendation
Focus on highlighting blipOne's key value propositions to help educate and incentivize users to realize the product's benefits.
Backup power
❌ Pain point
The original MVP did not have any mention of backup power on the product page, despite being an energy storage solution.
💡 Recommendation
I designed an infographic that quantified energy usage of common items in terms of time as opposed to KwH, which users admitted knowing nothing about.
Cost Savings
❌ Pain point
The cost savings section of the original site was lengthy and difficult to follow.
💡 Recommendation
I consolidated the original two graphs into one and revised the copy to be more concise while still educational. I also added a button to encourage users to discover their potential savings and witness the blipOne's impact firsthand.
Environmental impact
❌ Pain point
The original product page did not mention nor explain Blip's positive environmental impact.
💡 Recommendation
Include information about how blipOne reduces users' carbon footprint. Users ranked sustainability lower among Blip's value propositions so I placed it lower down on the page.
How it works
❌ Pain point
Users were curious about how blipOne actually worked and how difficult it would be to use.
💡 Recommendation
Add a section that explained the device's simple set up, which users valued.
Smart battery
❌ Pain point
BlipOne's algorithm allows users to save money and also prepare for power outages, but the MVP did not address the backup power use case.
💡 Recommendation
Add diagrams of the smart battery at work to more comprehensively educate customers on the device's functionality.
Product details
❌ Pain point
One of the biggest obstacles for users interested in Blip's mission was the lack of information about what the actual device looked like and how it might fit into their homes.
💡 Recommendation
Create a dedicated section to explain the hardware design based on users' biggest concerns. In the next iteration, I would add electrical engineering specifications too.


Usability testing

I conducted five usability tests consisting of 3-5 tasks asking the user to navigate the site and describe their understanding of blipOne. As my time at Blip was coming to a close, I passed along the analyses to the designer who was replacing me so that he could iterate on my designs to eliminate any user pain points and create a more enjoyable experience.


Developer Hand-off

I walked the developers through the component library and passed off finalized components and exported assets.

Next steps and reflections

Reflections and opportunities

I conducted a case study retrospective for blip to analyze the strengths, weaknesses, and opportunities of my design process and skills.

One major opportunity would have been to connect with the go-to-market team and the CEO sooner to align on their goals for messaging to implement their learnings and strategy while I designed the site. Also, aligning with the CEO on SEO strategy earlier in the design cycle would have been helpful as well in framing my perspective.


"Justine is a very talented UI/UX designer who really understands the balance between research and design, and gets stuff done. Justine and I worked together at Blip, a smart battery startup, where I supervised her in an ever-changing environment.

Her biggest strengths are her ability to strategically think about a problem and solve it creatively, while keeping the nuances and details in mind. She is a true self-starter who works quickly and thoughtfully — while she was at Blip, she overhauled our website, mapped out complex user flows and designed our onboarding and user dashboard products. Justine is a wonderful person to work with and would be a great asset to any company!"

- Thibaut Feremans, CTO + Co-Founder at Blip

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