Rahul Luthra | AGL Website

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Turning AGL’s website into a leading-edge retail experience.

AGL’s website was originally designed to position the business as a leading energy retailer, helping customers manage their energy needs. However, as AGL transitions into a multi-product retailer offering energy, telco, and all-electric, energy-efficient home solutions, the current website does not effectively communicate this broader value proposition.

This disconnect limits customer awareness of AGL’s expanded offerings, reduces engagement with telco and electrification-specific home solutions, and misses opportunities to showcase the full range of products and services, ultimately impacting customer lifetime value.

Project goals

Showcase Expertise

Reinforce AGL’s credibility and leadership by prominently featuring telco, energy, and energy-efficient, all-electric home solutions with commitments to values, aligning with customer’s values.

Inspire Confidence & Authority

Educate the user, Integrate testimonials, social proof, and actionable benefits to position AGL as a modern, innovative provider of products   and services.

Build Trust and Loyalty

Deliver digital transparency, clear communication, and consistent experiences (UX/UI/Content) across all touch points.

Simplify Customer Action

Create an intuitive and user-friendly design and content that enables customers to explore and adopt solutions quickly and confidently.

Design life cycle

User research workshops

The core customer segments & their Needs

The core customer segments & their needs

COHORT 1

Budget-Conscious Energy Savers

Focused on saving money on energy bills but lack deep technical knowledge.
Skeptical about upfront costs of solar/battery and need clear ROI calculations.  
Prefer simple, quick-win solutions like bundle discounts, rebates, and bill savings.

Focused on saving money on energy bills but lack deep technical knowledge.
Skeptical about upfront costs of solar/battery and need clear ROI calculations.  
Prefer simple, quick-win solutions like bundle discounts, rebates, and bill savings.

COHORT 2

Electrification Adopters

Have researched solar, EVs, and home batteries but find the process overwhelming.  
Need step-by-step guidance on making   the switch, financing options, and expected savings.  
Want flexible, modular plans with transparent payback periods and warranties.

Key Customer Pain Points & Barriers

Confusion & Complexity

72% of customers feel overwhelmed by the electrification journey.  
Lack of clear cost-benefit explanations prevents conversion.  
Customers don’t understand how bundling works, leading to friction in multi-product purchases.  
Many customers don’t know where to start—there’s a needs to simplify the entry point into electrification.

Lack of Trust & Social Proof

Customers don’t view AGL as a multi-service provider (they see AGL as just "energy").  
Only 14% of customers feel confident in AGL’s expertise in electrification compared to solar specialists.  
Customers feel skeptical about long-term financial benefits, needing real-world case studies.

Poor Cross-Selling Experience

High drop-off rates in the cross-selling journey - customers abandon when they hit "bundling" confusion.  
AGL’s website doesn’t naturally lead users to explore multi-product offerings.  
No clear comparison tools—customers struggle to decide between AGL’s electrification plans vs. competitors.

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