Company
Bulb
Position
Lead designer
Leading brand direction and interaction principles for a full app rebuild
Led visual and interaction design across a team of 4 designers, 3 products, 3 different platforms
Bulb’s digital experience was built around simplicity—straightforward pages where members checked their balance and managed basic energy needs. But as Bulb expanded into smart energy, that setup stopped working.
Limited Room to Grow
The old structure didn’t support new products, making them hard to find and limiting user engagement.
Key Info, Hard to Find
Billing, usage, and account details were hidden, frustrating users.
Inconsistent Platforms
Web and native apps offered different experiences, confusing users and doubling effort.
Equally, the product didn’t feel like Bulb. The warmth, optimism, and personality of the brand—brought to life through illustration, tone of voice, and visual storytelling—was missing from the UI. This was a missed opportunity to build trust, delight users, and make Bulb truly stand out in a crowded energy market.
We secured business buy-in through a phased approach. I began by tackling issues within the design system and testing new visual styles on experimental projects, such as the Carbon Calculator, which garnered positive user feedback.
We leveraged the new and improved design system to build Bulb’s international account. Its success—alongside the strong reception of the Carbon Calculator—helped green-light the redesign of the main dashboard and account, which I art directed.
Direction
Originally, our design was guided by three strong principles: Simple, Personal, and Robust. To better meet our members' evolving needs I added three more principles: Spacious, Enabling, and Playful.
Spacious: Space isn’t just a visual element—it’s about creating mental clarity. Our designs provide room to breathe, both visually and in the way we present information, ensuring a calm and focused experience.
Enabling: By designing with accessibility in mind, we make our products more inclusive and effective for everyone.
Playful: We want our design to be engaging and interesting—never overly technical or complicated. This helps keep Bulb’s experience approachable, fun, and true to our brand's personality.
Direction
Direction
The Carbon Calculator was essentially an interactive survey that asked users about their lifestyle choices, calculated their carbon footprint, and offered an option to offset it with a monthly fee.
I collaborated with an illustrator to design unique interactions that made the survey enjoyable and engaging.
I pushed the boundaries of playfulness, ensuring the experience was fun, both in how users provided their data and how the results were presented—aligning closely with Bulb's friendly and optimistic personality.
The experience received a lot of positive feedback, with many users sharing their results on social media.
Customer feedback
