Ambit Energy App Redesign

Power in Your Hands: Redesigning Ambit Energy’s App for Better Usability and Engagement

Ambit Energy launched a new mobile app to allow customers to manage their accounts, view usage, and make payments. Early user testing revealed that the design caused unnecessary friction. The biggest pain points were redundant CTAs and lack of essential account information upfront.

Our redesign improved navigation, introduced a clear visual hierarchy, and optimized the home screen for quick account insights while streamlining the payment process.

“I see a payment button on every screen, but I can’t find my summary.”

Testing showed that users struggled with:

  • Redundant “Make a Payment” CTA on every page, creating clutter and cognitive overload

  • Limited account summary on the home screen, forcing users to click deeper for details

  • Over-prioritization of payment over other key features like usage insights and billing history

  • Remove unnecessary CTA repetition and simplify navigation

  • Add essential account summary details to the home screen

  • Make the payment process intuitive but contextual, not intrusive

  • Improve visual clarity and hierarchy

Identify, improve

  • UX/UI Redesign Strategy

  • Wireframing & Prototyping

  • User Testing & Iteration

  • Design System Alignment

  • Developer Handoff

My Role

The designed solution

We redesigned the app to reduce clutter and increase clarity:

  • Reworked Home Screen to display:

    • Current balance and due date

    • Recent activity for quick reference

  • Removed persistent payment button from every page

  • Introduced blue as the primary CTA color for better visibility without overwhelming users

  • Streamlined Payment Flow:

    • Pre-filled payment amount and due date

    • Clear, single CTA placement on key screens

    • Multiple easy-to-select payment methods (cards, ACH, Apple Pay)

  • Payment button present on every screen

  • Minimal account information on home page (lacking recent transactions and context)

  • Every screen looked similar

  • Buttons were small leading to missed clicks

Previous Iteration

  • Current balance and due date

  • Quick “Make a Payment” CTA in blue

  • Recent activity and usage summary

  • Buttons made larger for easier clicks

Account Summary

  • Optimized for speed and simplicity

  • Ability to view bill in app

Payment Screen

  • Expandable ability to view Monthly, Daily, Hourly

  • Clear color distinctions in the graphs

  • Payment removed from the top of the screen to reduce confusion

Energy Usage

  • Gave all customers a tangible reason to feel good about their usage

  • Users found the Make a Payment option in under 2 seconds without redundancy

  • Task completion time for reviewing account details dropped significantly

  • Feedback: “I can see everything I need on the home screen now.”

  • Redesigned structure became the baseline for Ambit’s mobile design system

This redesign showed how removing friction and prioritizing information architecture can improve usability without adding complexity. Users want control and clarity, not constant prompts to act.

Results & Reflections