Polaris (formerly GramPower) is a smart metering company with a variety of innovative competitive advantages over other players in the Indian market. They were in the process of transitioning to a new brand identity and they approached us with the task of rebuilding their corporate website from scratch to reflect their innovative value propositions, expertise and scale more boldly to all their different user types.

We worked as a team of 3 designers and first interviewed 10 existing Polaris users from different target segments to understand what their fundamental value adds from the product were, what problems had led them to Polaris smart meters and the information they had sought before choosing to install them. We simultaneously conducted a broad competitive study of global brands' corporate websites with similar aesthetics and aspirations and studied Polaris' brand guidelines to develop a sense of visual style. We then interviewed a variety of technical stakeholders within the client's organisation to understand the complexities of the different offerings, value propositions to different target segments and what they hoped to communicate through this website.

The process was a challenging visual & information design task of creating simplified visualisations, information flows and coming up with different kinds of content pages; fitting them into distinct user journeys for different target segments; and creating the brand's overall feel with the help of strong visual elements, micro-interactions and use of images. We then worked with a content writer to bring the brand's tone of voice to life and finally handed over desktop and mobile designs for the entire website along with a comprehensive design system and worked closely with the client to ensure quality as they developed the website.