Andreas Hellqvist

Vattenfall is one of Sweden’s largest energy producers, and during my time there, I worked across a wide range of design challenges. As the team lead designer, I was responsible for all aspects of design related to B2C sales and support. In addition to my design work, I was actively involved in recruiting both consultants and in-house designers. I also dedicated a significant amount of time to mentoring and developing new colleagues, helping them grow their design skills and improve their way of working.

A significant part of my work focused on optimising the homepage and sales pages. Collaborating closely with customer service, we gathered insights on user behavior and identified the three main reasons visitors came to the site: seeking help during power outages, managing invoices, and signing new electricity agreements. These insights shaped our approach to designing a more intuitive and efficient customer journey.

Vattenfall also had an extensive e-commerce platform selling smart home appliances. We were early adopters in offering smart plugs and related products directly to customers. This required designing not only a seamless shopping experience but also ensuring customers clearly understood what they were buying and how these products worked. Our approach was heavily hypothesis-driven, relying on continuous testing and iteration to refine the experience.

Additionally, I worked on the Vattenfall app, which was more complex than it might seem at first glance. We needed to present users with their electricity consumption data—both in behavioral insights and long-term visualizations—while also helping them choose the right electricity plan based on their needs and environmental preferences. Another key challenge was explaining the breakdown of their electricity bill, including taxes, fixed delivery fees, and usage costs. Designing for this required a highly pedagogical approach to ensure clarity and ease of understanding.

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