Public Grid
Every visual surface, from app to partner decks to website. Onboarding conversion up 17.5%.
Overview
Public Grid puts your utilities on autopilot. Connect your account once and it handles the rest: paying bills, finding savings, offering 100% renewable energy, and starting or stopping service when you move.
I joined on contract and worked as one of their team, owning everything visual: the full app redesign, a design system built with their developers, the brand refresh, a new website, and the sales and investor decks. I also watched every PostHog session recording, so the product gaps we fixed came from what people actually did. The onboarding flows’ conversion rate rose 17.5%.
Redesigning onboarding, then testing inside it
The 17.5% didn’t come from one tweak. I redesigned the entire onboarding, from your address and how you start service to your details and verifying your utility account, and then kept experimenting inside it.
One example: Public Grid offers an optional monthly subscription for 100% renewable energy, and how you meet that offer matters. We tested it switched on by default, as two options side by side and in other variations, until we found the version that worked best.
Every state of a utility account
Utilities are messy, so the app had to be honest about every state. Connecting a utility account can mean signing in, entering a verification code, waiting, succeeding or failing, and a failure always leaves a way forward: upload a bill instead.
The same care went into billing, autopay, payments and moving. The move-out flow tells you what to have ready before you start, then confirms the old home’s power off, the new home’s power on, and when the final bill arrives.
Results
- Onboarding conversion
- +17.5%
- Conversion rate lift in the onboarding flows.
- Partnership
- 1 yr
- App, design system, brand, website, and sales and investor decks.
Every surface, one story
Most startups split their visuals between a product team, a brand agency and whoever has time to make the deck — and customers can tell. At Public Grid, everything visual ran through me, so the app, the brand and the pitch told the same story. I redesigned the full app, built the design system together with the developers, refreshed the brand, designed the new website, and created the sales decks and investor presentations.
Scope
- Full app redesign: billing, autopay, move-in and move-out
- Design system, built with the developers
- Brand refresh
- New website
- Sales decks and investor presentations