Redesigning a Nigerian solar company's website

Ceneco Green Power, a Nigerian solar company, specializes in solar system installation and maintenance for residential, commercial, agricultural, off-grid use, and EVs. The company is rebranding as an African solar tech leader, leveraging AI and IoT. Our mission as UX consultants was to redesign the website.

Site analytics revealed low traffic (50 users/month) and a high bounce rate (68%), indicating poor customer acquisition through the website. We identified 3 underlying issues that needed to be addressed.

With no direct access to Nigerian customers, we adjusted our research approach. In place of user interviews, we analyzed the websites of 9 solar companies across Nigeria, US, and Europe, and interviewed the client’s CEO and COO to understand the industry, their business, customers, and the Nigerian context.

Our competitive research showed that most competitor websites looked similar, highlighting both a common direction to follow and the importance of differentiation. Interviews showed that the company values transparency and strives to communicate its strengths to customers with limited knowledge of solar energy.

Using data to build credibility

Competitors show diverse data such as metrics, reviews, and partnerships to build credibility.

Sharing a similar visual design each other

Competitors share similar visual styles. Balancing industry norms with distinctiveness is essential.

Storytelling across the user journey

Competitors craft narratives that empathize with users at every stage, from entry to contact

Solar as reliable and affordable energy

In Nigeria, where grid electricity is often unreliable, inaccessible, and expensive, solar is valued.

Client strengths: quality, innovation, transparency

The client actively explains the value of solar, their product, and pricing to customers.

Cost is the customer's main concern

Pricing remains a concern, and the client frequently receives questions about it.

We conducted a workshop with the client to consider what information to include on each page using a typical competitor sitemap as a reference. After this, we made the sitemap using the result (View Sitemap).

Workshop Objectives

Foster client satisfaction for future buy-in: Achieve buy-in later by considering the client’s preferences, helping reduce the gap between expectations and the final design.

Set expectation for content volume: As the client is responsible for implementation and content creation, we aimed to define a feasible scope and ensure they were prepared.

We conducted card sorting using a typical competitor sitemap derived from our research.

After creating the version 1 prototype, we gathered feedback from 4 users and refined the design. Below are some of the key improvements.

As a former software developer, I recognized the importance of communicating design to non-designers. This led me to create design guides that included visual design guidelines, content guidelines (section purposes and tips for engagement), implementation resources, and an asset list.

Documentation Objectives

Easy & smooth implementation: Knowing the client needed to implement the Figma design in WordPress, I aimed to provide resources to make the process easier.

Consistency for new pages: Anticipating the future service expansion, I aimed to share guidance on designing additional pages while maintaining consistency.

With our design and collaborative approach, the client was satisfied with our work and adopted the design. After the project, they updated their website, which has positively impacted their business, including favorable feedback from customers. We are also confirming the quantitative impact, such as analytics data, with the client.

"I like how you keep it simple and sweet. What you have put out here is research driven and it’s a great job."

Sunday Olusheyi Falaye, CEO

"The current website is quite the opposite of old website in terms of quality and functionality."

Customer in Nigeria

The updated client website

Regional barriers made this project challenging, with limited user access and client communication. We overcame this by using alternative research and design methods, which taught me to adapt strategically when the full design thinking process isn’t feasible.

I also learned the value of having a PM mindset, even as a designer. Since we began with an exploratory approach, we had to define the process, break down tasks, and set a schedule to stay on track. I contributed by organizing tasks in a shared spreadsheet, which helped the team stay aligned and reduced uncertainty.

Internal project planning sheet

Objective 1

Foster satisfaction for future buy-in

Achieve buy-in later by considering the client’s preferences, helping reduce the gap between expectations and the final design.

Objective 2

Set expectation for content volume

As the client is responsible for implementation and content creation, we aimed to define a feasible scope and ensure they were prepared.