Enter password to view case study
Segen is the UK's largest renewable energy distributor, serving trade and commercial installers across a legacy ecommerce portal and a solar PV design platform. The platform migration had just kicked off when I joined - workflows across discovery, configuration, quoting and fulfilment had grown independently of each other, and the handoffs between them were breaking down.
As Lead Designer, I mapped how those workflows connected, identified where the handoffs were failing, and led the redesign of the ecommerce experience end to end - from the point of handoff from system design through to order, strengthening product discovery and laying the design system groundwork the team would build from.
Role -
Senior Product Designer
Deliverables -
Ecommerce Design
Design System
Stakeholder Alignment
Understanding the workflow gaps
Alongside the agency research, I ran sessions with internal stakeholders and trade customers to understand how the buying journey actually worked in practice. The friction wasn't just in individual screens. It lived in the handoffs between stages. An Installer could design a system in the PV tool but had no clear path from that into an order. Quoting, configuration and checkout all required context-switching that slowed down experienced buyers and lost less confident ones entirely, placing the burden back on the sales team to bridge the gaps manually.
We structured the roadmap around product discovery first - establishing a foundation we could build on. The longer-term vision was to give Installers the ability to create and send proposals directly to their customers.
An example of a workflow diagram created from a product workshop.
Product discovery
Installer research showed that brand, wattage and colour were the primary selection drivers, yet these weren't consistently surfaced in filtering. Using Shopify's Search and Discovery app, I restructured the product listing page hierarchy, filters and merchandising logic around installer mental models, configured search synonyms to reflect trade terminology, and leveraged recommendation logic to surface compatible accessories within complex builds. The result was reduced browsing friction and improved findability across a large catalogue.
Product detail pages built for trade buyers
Installers needed compatibility reassurance and visibility of required components before committing to high-value system builds. I restructured the PDP hierarchy to prioritise compatibility, core technical specifications and trade pricing, introduced contextual add-ons and related products to support complete system purchasing, and simplified technical data presentation to reduce cognitive load, improving decision confidence and supporting fuller builds within a single transaction.
Utilitarian vs Marketing
The design had to balance marketing content with the ability for Installers to take action - serving two audiences with different needs on the same page.
Evolving the brand and the design system
Untitled UI had introduced structure and consistency, but as the product scaled the experience began to feel visually flat and indistinct. I contributed to a brand refresh and design system evolution - strengthening hierarchy, introducing a more confident visual language and improving accessibility to create a more distinctive, product-led experience that would work across the SaaS tool and the ecommerce website.
The core challenge here wasn't any single design problem. It was making sense of how a complex set of disconnected workflows related to each other, and designing across them rather than around them.