The Story

PacificLight is an electricity power generator and retailer committed to helping customers effectively and simply manage their energy needs.

Since 1 April 2018, Energy Market Authority (EMA) commenced the soft launch of Open Electricity Market, where households and businesses in Jurong can choose to buy electricity from retailers other than Singapore Power (SP) islandwide.


2017 to Present


The Problem

As one of the retailers in the Open Electricity Market, PacificLight lacked an online platform for consumers to purchase electricity and they faced stiff competition from other retailers who already had a platform at that point of time.

The Goal

Other than revamping the website, a signup portal was built to facilitate potential consumers to buy electricity at price plans that meet their needs.

The Process

In collaboration with a design agency, we focused on implementing a user-centered design process as we were designing the user’s experience rather than just a website.


We started by discussing key elements with the stakeholders. They included:

  • Objectives
  • Target Audience
  • Value Proposition

We connected these elements together to guide its directions. To find out more about business objectives, we set primary questions (e.g. what is your vision offering, what worries you, how different is your product from others, how can we attract their attention) to drive us to the next point; user research.


Firstly, we analysed websites by existing competitors and similar companies that are based overseas by examining their products’ user flow. Through roadshows, surveys and interviews were conducted to gather feedback in relevance to what meet their needs.


With the necessary information collected through interviews, we synthesised these data and created personas with user background, environment, end goals and scenario.

In the end, we settled with two personas; Andrew (Sales Manager) and Jessica (Housewife) as they reflect our defined target audience.


With the personas in mind, we started developing user stories as the design team worked on its components. Using the sitemap as a guideline, we established user flows and low-fidelity prototypes that defined the way Andrew and Jessica will navigate through the website.

User Stories

Through our research analysis, we defined user stories and focused on the persona’s needs and purpose. With them (personas) as a guide, we came up with stories to further shape the features of the product.

User Flow

Concurrently, we moved on to user flow to further define the sitemap of the product. Primary statements that summarise needs, goals, or essential functionality for the user were also written and the key point is to navigate the user from point A to the signup page.

Low Fidelity Prototyping

Having acquired the data, we worked with the agency to develop the wireframes. We focused from a mobile-first perspective as our personas will mostly be engaging and depending on their phones to retrieve information. We started off by sketching some drafts to get feedback from stakeholders and we went through rounds of iteration before approaching high fidelity stage.

High Fidelity Prototyping

As the iterations (based on feedback from stakeholders) allowed us to progress, we applied branding, typography, colour scheme, and icon elements (basically a style guide) to further define the product.

Usability Testing

As the wireframes progressed to a prototype, usability tests were conducted with stakeholders in person. Having predefined the user journey from the perspectives of our created personas, the goal was to further test and assess learning behaviours for feedback purposes.

Feedback & Iteration

Through the usability testing, stakeholders gave their feedback on the prototype. The following cases were taken into consideration:

  1. Callback button not obvious enough
  2. Sign Up process not intuitive
  3. Text sizes were taking too much attention
  4. Price plans details at first glance had too much information to digest


With the accumulated feedback from stakeholders, we worked around and settled with this final prototype.

The iteration process also took place after the soft launch of the MVP as we continued to work with stakeholders to identify user behaviours and patterns so the changes were pretty much ongoing at every point of time.



Signups (& Counting)