Process

Product

Fresh Energy
GmbH
~Germany

            This renewable energy startup had a bold mission to bring transparency to the black box that is Germany's traditional energy market. They combined innovative technology and a strong startup mentality to drive them towards their vision. 

My focus was designing the customer-facing app and website, while working with the founders to explore new growth opportunities. I ran strategic workshops with the founders to clarify the roadmap of ideas and value proposition, then led our consulting team to make these goals reality. The role required full-stack design leadership, from research, detailed design and prototyping to stakeholder management, business model mapping, strategic planning, and hiring my eventual replacements. 

A critical element of our feature design and product evolution was being able to capture insights from a loud group of tech-savvy early adopters, and figure out what would and wouldn’t stick with a wider customer base with different needs and goals. 

Focus came from creating visual alignment tools and clear hypotheses that transformed the ambitious startup vision into executable product strategy. By bridging innovation with a conservative market reality, we developed the value proposition that became Fresh Energy's defining business model and competitive advantage until the company was aquired.