2023 - SOLAR FUTURE STORE USA

Name: Jordan Myers

• Age: 38
• Location: Portland, Oregon
• Occupation: Architect with a passion for sustainability
• Tech Behavior: Buys most household tools online, researches deeply before purchasing tech-related items
• Lifestyle: Advocates for green living, shops from brands aligned with environmental values

Pain Points:

• Frustrated by websites that don't explain how personal solar products work or require maintenance
• Distrusts vague sustainability claims—wants specs and certifications
• Overwhelmed by technical jargon
  Goals:
• Understand product benefits and installation requirements quickly
• Compare items by eco-efficiency, output, and value
• Buy with confidence from a trustworthy, values-aligned brand

Research Goals:

• Simplify shopping for solar-powered products for eco-conscious U.S. consumers
• Build brand credibility through transparency and education
• Improve mobile speed and clarity for mobile-dominant traffic

Methods:

• Competitive UX Benchmarking: Reviewed competitors like GoSun, BioLite, and EarthHero
• User Flow Analysis: Mapped out confusion points in product selection and tech specification pages
• Micro Surveys: Collected visitor feedback on what made them hesitant to purchase solar products online
• Mobile Usability Testing: Conducted test runs with users comparing similar product listings on mobile

Key Findings:

• High bounce rate from mobile users confused by product specs or lack of real-world examples
• Users expected comparisons and transparent data (energy output, charging time, certification)
• “Learn” and “How It Works” sections improved conversion and time-on-site
• Trust signals like customer reviews and photos had more influence than green badges alone

• Homepage Redesign: Clarified product categories (Solar Lighting, Cooking, Charging, Outdoor Kits) and included customer spotlights/testimonials
• Product Pages: Redesigned layout to show specs, energy output, how-to-use GIFs, and sustainability certifications in a digestible, visual format
• Comparison Tool: Introduced a simple 3-column product comparison grid for power, size, and use case
• Mobile Optimization: Improved speed and layout on Shopify theme, removed clutter, and enhanced scroll-based navigation
• Education Sections: Designed “How Solar Works” page and product-specific “What to Expect” guides

• Tone & Language Fit: Adapted all UX and marketing copy to match U.S. English consumer tone—educational, confident, but approachable
• Technical Simplification: Rewrote technical details to be human-friendly while keeping data for more advanced shoppers
• Trust-Building Copy: Added phrases like “No electrician needed”, “Backed by solar experts”, and “Tested in U.S. conditions”
• Visual Language: Prioritized lifestyle photos of American users outdoors or using products at home to increase relatability

• Time on site doubled for users who viewed the “How It Works” section
• Fewer customer service queries around installation and output thanks to simplified product pages
• High engagement on “Solar in Real Life” UGC-based landing section and Remote wifi lifestyle