EverBright Design Strategy
Led design strategy to achieve a simpler, trust‑oriented workflow that reduced fraud, increased proposal engagement, and boosted signed contracts.
Journey map created based on contextual research study, user interviews (12 installers) and stakeholder interviews (5 stakeholders).
Learn more about our Sales Platform Research.
Overview
EverBright is a solar software and financing company. The Sales Platform supports sales reps (often third‑party) to design, pitch, and close deals; customers then transition from working with a PV installer and remain under 25‑year contracts with EverBright.
Challenges
EverBright’s legacy sales tool was misaligned with real-world workflows, creating opportunities for falsified pre-qualifications, high utility rejections, low homeowner engagement, and post‑sale volatility that hurt installers and long‑term customer retention with EverBright.
Strategic Goal
Create a product strategy that simplifies the sales workflow, embeds guardrails, and raises homeowner confidence - delivering measurable reductions in fraud, higher conversion, and better downstream outcomes.
Vision: An intuitive sales platform that enables reps to close accurate, comprehensive deals while building long‑term homeowner trust.
Objective: Research the end‑to‑end sales journey, extract design criteria, and deliver product changes that reduce fraud, improve conversion, and increase homeowner confidence.
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Meet $518 MM in pretax ITC & $1.1 B in capex targets (±5%)
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Complete 95%+ of installation milestones on time
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Reduce fraud rates to <1% of new originations
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Maintain homeowner complaints at <5% (& NPS >10)
Team
My Role: Project Lead, Design Strategy & Design Manager
Responsibilities:
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Owned design strategy, roadmap, and executive reporting
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Defined product metrics and prioritized initiatives
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Managed a small design team; delegated research and design work
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Coordinated delivery with Product, Engineering, CX, CS
Team: 3 Product Managers, 4 Designers, 15 Engineers, and 3 Executive Leadership.
Approach & Timeline
Prioritized initiatives for fast, measurable impact, balancing technical feasibility, business value, and rep adoption risk.
Phase 1:
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Sales Platform Research: Competitive analysis, stakeholder interviews, field study, contextual interviews
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Created artifacts such as journey map, personas, competitive analysis, and insights to share with all EverBright teams
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Shared data, insights, and artifacts with ELT to build 2-3 year project road map
Phase 2:
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Prioritized initiatives for rapid measurable impact, balancing feasibility, value, and adoption risk
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Broke work into deliverables with timelines, KPIs, and acceptance criteria
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Worked cross functionally to provide KPIs and acceptance criteria
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Designers owned mockups, prototypes, usability testing, and handoffs; I ran weekly design reviews and cross‑functional demos
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Maintained a prioritized roadmap; negotiated scope with engineering and stakeholders
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Reported results and tradeoffs to ELT and product leadership to secure resourcing
Key Results (Measured within 60-90 days)
KEY RESULT
Signed contract +34%
OBJECTIVE
Meet $518 MM in pretax ITC & $1.1 B in capex targets (±5%)
EXECUTION
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PV System Design Tool Redesign: Improved system design tool to better meet user and homeowner needs
Design: Tracey Morris / PM: Lisa Notier
KEY RESULT
$12M CAPEX recovered via early interventions
OBJECTIVES
Meet $518 MM in pretax ITC & $1.1 B in capex targets (±5%)
Maintain homeowner complaints at <5%
EXECUTION
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Homeowner Portal: App focused on PV system transparency, homeowner education, and bill pay
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Contract Modifications: Outreach to homeowners at risk of delinquency
Design: Chelsea Williams & Greg Blumer / PM: Lauren Ravert
KEY RESULT
Fraud rate reduced to <1% of new origins
OBJECTIVE
Reduce fraud rate to <1%
EXECUTION
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Utility-connect API: Verify homeowners utility data
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Pre-qualification guardrails: Prevent identity falsification
KEY RESULT
Utility bill rejection reduced by 26%
OBJECTIVE
Complete 95%+ of installation milestones on time
EXECUTION
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Usage Phase Redesign: Eliminated unnecessary inputs and resolved underlying data accuracy issues
Design: Arielle Schoen / PM: Lisa Notier
KEY RESULT
Proposal views 32% → 87% + >90s engagement
OBJECTIVE
Maintain homeowner complaints at <5%
EXECUTION
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Proposal Summary: Required the homeowner to view and acknowledge purchase details, before advancing to the credit application
Design: Greg Blumer / PM: Lauren Ravert
KEY RESULT
ACH enrollment +1643%
3rd‑party verification +6%
OBJECTIVE
Meet $518 MM in pretax ITC & $1.1 B in capex targets (±5%)
EXECUTION
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Customer Onboarding: Required actions after sale, to directly engage with the homeowner, improving homeowner transparency and satisfaction
Design: Naomi Krenitsyn / PM: Leeyen Rogers