As Tomato Energy, a licensed UK energy supplier, expanded its customer base, its quotation journey needed to make complex tariffs and technical requirements easier for households to understand.

With direction from the CEO and support from the marketing team, I led the design team in redesigning the complete journey-from entry and meter identification to tariff comparison, personalisation and sign-up. We also created a connected system of follow-up emails that helped customers return to their quote and continue the switching process.

The project required intensive collaboration around every detail, balancing complicated energy information, technical dependencies and the data the business needed to collect without overwhelming customers.

The redesigned experience supported a period in which monthly energy switches increased from July 2024 to February 2025 by 1,062%, with smart-meter users (our target) representing 83.2% of the customer base.