MY ROLE
UX/UI Designer
Output
Social Campaign · Landing Page · Savings Calculator
Context
Freelance project · Collaboration with Enpal’s on-site team
Tools
Figma, LM NOTEBOOK, ChatGPT, Stitch
Project Overview
I designed a connected conversion journey for Enpal Italy, from social advertising to landing page and savings calculator.
The goal was to make solar energy feel simpler, more trustworthy and easier to act on.
Design Challenge
Solar energy can feel technical, expensive and difficult to understand.
How might we turn initial interest into action without making users feel pressured?
Italian families are skeptical about solar. The hardest part of a solar panel isn't the ad or the form — it's the drop-off between. People click an aspirational ad, hit a cold, pushy calculator, and leave. My approach: user empathy over pressure.
Instead of designing each touchpoint separately, I treated the experience as one continuous conversation.
Awareness
Understanding
Personalization
Action
One Journey, Three Touchpoints
So:
01 — Social Campaign
Goal: Click through to learn more
Emotional connection through aspirational messaging.
02 — Landing Page
Goal: "I'm ready to see if this works for my home"
Emotional connection through Show what Enpal is, why it matters, how it works → Build trust
03 — Calculator Form
Goal: "I want to talk to Enpal"
Conversational questions → Personalized results → Lead captured
01 — Social Campaign
Create interest before explaining the product.
The campaign connected solar energy with what people care about most: saving money, comfort and peace of mind at home.
Design direction:
Result: 6.8% social click-through rate
"Zero bollette, zero pensieri"
02 — Landing Page
The landing page answers three questions quickly:
What is Enpal?
Why is it useful for me?
How does it work?
I simplified the experience around benefits, process and trust before asking users to calculate their savings.
Turn interest into understanding.
Result: 28% visitor → calculator start
Key sections designed:
03 — Savings Calculator
Instead of presenting a long technical form, I designed a guided step-by-step journey.
Each screen asks for one decision at a time, shows progress and explains what happens next.
A conversation, not a form.
Result: 70% completion rate (vs. 55% baseline)
Key UX decisions:
Explore extra 7 pages of presentation
People do not need more information—they need the right information at the right moment.
my Design Principle
Rather than pushing users toward conversion, the experience helps them understand the service and move forward at their own pace.
Empathy over pressure.
Intended Impact
The experience aims to reduce uncertainty around solar adoption while creating a smoother transition from marketing communication to product interaction.
The same tone, visuals and expectations continue across every touchpoint.
What I Would Measure
If I continued developing the experience, I would measure:
What I Learned
A connected journey needs the same tone, expectations and feeling from the first advertisement to the final interaction.
Consistency is more than visual consistency.
This project also taught me that small UX decisions—progress visibility, conversational copy and one question at a time—can significantly change how comfortable people feel moving forward.
Final Thought
Good conversion design does not pressure people to act.
It makes the next step easier to understand.
Want to see figma file?