Juan Coleman

Overview

Pexapark provides market intelligence and pricing data for renewable energy investments. I led product design across 4 platforms serving institutional investors, asset owners, and energy traders making multi-million pound decisions in EU/US markets.

My role: Complete design ownership including product design, brand systems, design operations, and cross-functional strategy.

Key outcomes:

• 90% conversion increase on BESS valuation workflows
• Monthly active users reached record highs across target segments
• Built design system enabling rapid feature delivery across 4 products
• Expanded platform into US market through RenewAFI integration, driving revenue growth
• Established design operations and research practices
  
  

The Challenge

Financial workflows for renewable energy trading were failing. The BESS (Battery Energy Storage Systems) valuation tool had low conversion because it treated all users the same—but traders and asset owners have fundamentally different needs.

The business problem:

• Low conversion on core revenue-generating workflows
• Multiple products with inconsistent experiences
• No design systems or standards
• Cross-product feature delivery was slow and inconsistent
  
  

Strategic Approach

User research revealed distinct behavioural patterns:

• Energy traders prioritised compliance and regulatory validation
• Asset owners were power users running 4x more simulations
• Institutional investors needed portfolio-level analytics
  
  

Select Design decisions:

• Split workflows by user type instead of forcing single path
• Built cross-product design system to enable consistency and speed
• Established design operations: component libraries, token system, research playbooks
• Created comprehensive brand system covering all customer touchpoints
  
  

Cross-functional leadership:

• Worked directly with product and engineering leadership to align strategy
• Led platform alignment workshops during transition periods, building trust through co-creation rather than top-down direction
• Bridged product, sales, and marketing for consistent customer experience
• Established lean, scalable design practices as company grew

Results

Conversion & Engagement:

• 90% increase in BESS workflow conversion after behavioural redesign
• Record MAU highs through systematic feature delivery across target segments
• Expanded platform into US market through RenewAFI integration, driving revenue growth
  
  

Selected features delivered:

• Transactable Price Ranges: Crystallised polling value, helping clients understand market dynamics
• Automated Polling Results: Eliminated manual risk, enabled core differentiation engine to run at higher capacity
• Deal self-onboarding: Redesigned onboarding flow enabling self-service deal entry, reducing support burden while driving subscription revenue growth (pricing scales with portfolio power)
• Mark-to-Market calculations 
• Transaction Trends analysis
• Revenue Estimation models
• Pipeline Analytics
• Imbalance Costs
• Various portfolio-level analytics tools
  
  

Design Infrastructure:

• Design system with hundreds of components across Quote and PexaOS platforms
• Token system enabling dark/light modes
• Component library standards and documentation
• Research and product playbooks
  
  
  

Scope:

• Complete design authority across organisation
• Product design across 4 platforms
• Brand, marketing, and sales touchpoints
• Admin tools for access control and feature flagging
  
  
  

Manager Feedback:

“Great adaptability working with different stakeholders, and a great collaborator… You have built a strong network of colleagues across Pexapark and I see the effort you put into lifting your colleagues.”  – Isaac Gow, VP Product