Ensol
Solar technology works. The problem is everything around it: the sales process, the installation logistics, the customer experience. At Ensol, growth was capped by operational friction — spreadsheets, phone calls, and handoffs that broke at scale. The goal was to build a digital ecosystem that made buying solar panels as seamless as subscribing to a service.
The Proposal Paradox
Too Many Variables
Selling solar isn't like selling software. Every home is different: roof material, orientation, electrical setup, energy consumption, local subsidies. Sales reps had to juggle all these variables while building trust with homeowners.
Speed vs. Accuracy
A fast proposal wins deals. But a wrong proposal costs installations. The tension between moving quickly and getting the details right was killing conversion rates.
The Real Problem
Reps weren't salespeople — they were data entry clerks. Hours spent on calculations meant less time building relationships with customers.
Orchestrating the Handoff
The Hidden Complexity
Solar installation isn't a single event — it's a months-long journey with dozens of stakeholders: sales, technical visits, permits, grid connection, installer scheduling, equipment delivery. One missed step delays everything.
The Visibility Problem
When a project stalls, nobody knows why. Information lives in email threads, phone calls, and mental notes. The ops team spent more time chasing updates than solving problems.
The Shift
I designed the operations dashboard to shift teams from "where is this project?" to "what needs my attention?" The system handles the happy path. Humans handle the edge cases.
Making Energy Tangible
The Abstraction Problem
Homeowners don't think in kilowatts. They think in euros saved, bills reduced, and impact made. Raw energy data is meaningless without context.
The Emotional Question
Every customer asks the same thing after installation: "Was this worth it?" The answer can't be a spreadsheet. It has to be a feeling — validated by numbers they understand.
Pride as a Product
I designed visualizations that translate raw data into meaning: savings today, savings this year, CO2 avoided. The goal: make homeowners feel proud of their choice, every time they check.
Conversion as a Product
The First Touchpoint
Before any tool, there's the website. Hundreds of potential customers land, curious but skeptical. The question: how do we qualify them without friction?
Reducing Cognitive Load
Most solar websites overwhelm with technical specs. I took the opposite approach: simple questions, visual answers, zero jargon. Lower the barrier, raise the quality.
Trust at Scale
I built credibility through social proof, certifications, and real customer stories that drive conversion. The funnel acts as a filter, ensuring that only serious leads reach sales.