Our research also dug into the mission and values of Energy Saving Trust itself. This helped us to pinpoint its brand personality, “The Everyday Expert”, which ultimately set the foundations of the new visual identity we created. From an end user perspective, this insight also underlined the importance of making the new site clear, trustworthy and accessible to all.
It was vital that we fully understood the people we were designing for. After conducting a series of workshops, both in person and online, we created six personas that typified our different audience groups. These were developed into empathy maps and user stories that presented a more detailed picture of their goals and needs. From then on, these insights became the focal point for every design decision we made.