Context

Korra Energi is a 25+ year leader in energy efficiency, industrial contracting, and green technology. Their previous website did not reflect their scale, expertise, or sustainability impact.

I was brought in as the Lead UX/Product Designer to reimagine their entire digital presence and build a website that acts as a strategic tool for sales, brand credibility, and talent engagement.

Problem

From stakeholder interviews, analytics review, and a heuristic audit of the old site, I consolidated the core problems:

Outdated Codebase: The platform was built as a static site with no CMS, limiting scalability, content management, and the ability to support dynamic or frequently updated information.

SEO Invisibility: Core SEO foundations were structurally broken—improper markup, missing metadata, and invalid hierarchies prevented search engines from accurately indexing or ranking key pages.

Rigid and Outdated Visual System: The visual design lacked flexibility and no longer aligned with Korra’s brand identity. The aesthetics felt static and outdated, making it difficult to communicate innovation or build credibility.

Success Metrics

Quantifiable outcomes tied to weekly operational goals.

1. +40% increase in click-through to business lines from the homepage.
2. +30% increase in qualified leads from “Get in Touch”.
3. +20% increase in time spent on “Projects” and “Sustainability” pages.
4. Improved qualitative feedback from sales team: “Can we send this to clients and be proud of it?”

Research & Definition

I began by interviewing key stakeholders and users to understand their roles, goals, and behaviors. Based on the concluded key insights, I created three core user personas.

These personas became the foundation for defining the key experience problems—allowing me to find the pain points in a contextually user-centric way.

The old IA treated everything equally. I reframed it around how users think about Korra, not how the org chart looks:

Why this IA works

• Scales with complexity → multiple service lines clearly grouped
• Industry-standard structure → matches expectations of B2B energy/engineering users
• Prioritizes trust-building → About, Governance, Partners, Projects
• Clear conversion paths → Contact CTAs from homepage, services, and project pages
• Easy for SEO → clean hierarchy + topic clusters
• Supports multiple personas: Engineers, Procurement teams, Investors, Job seekers

Design

With the sitemap and user flows solidified, I moved into visual exploration—crafting mood boards, a cohesive style guide, and iterative wireframes tested with both clients and users. From there, I expanded the component library and brought the system to life through high-fidelity design. Tokenized system and grids to ensure consistency across modules.

The resulting homepage delivers a clear, trustworthy experience—combining clean layouts, intuitive navigation, and a visual storytelling approach that highlights business lines, impact metrics, and real case studies, all built on a cohesive, scalable design system.

Interaction And scroll‑based animations

Motion serves as a quiet but purposeful guide—helping users move through complex information with ease. Subtle transitions, responsive micro-interactions, and scroll-based cues bring the line-art system to life, clarifying hierarchy and turning the experience into a smooth, intuitive narrative.

This approach helped deliver complex information in a simple, engaging way—making the product feel both clearer and more enjoyable to explore.