Lynkwell Merger, Rebrand & Digital Infrastructure Overhual
American Advertising Federation
Dec '23-April '24
March-May '24
May-August '24
August-September '24
- My Role as Project Lead
Worked on a team of 10+ people on the consultancy side and managed 6 client stakeholders.
- Authored & Presented Product Roadmap Document (PRD)
- Held Stakeholder Interviews + Competitor Reviews
- Conducted Audience Experience Research (Customer Journey Maps & Personas)
- Led Product Design Brainstorms and Ideations
- Accountable for Stakeholder Buy-In
- Outcomes
- Won the consultancy's inaugural ADDY award
- Successfully merged 3 brands under one umbrella in time for a product launch ahead of the client's biggest trade show
- Secured buy-in and managed stakeholder expectations through design choices that aligned with business goals within a tight timeline and budget
- Impact: YoY Increase
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3x increase in web traffic
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410% Sessions
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10x Form Fills = +180% Inbound Lead Generation
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419% page views
Re-architecting Brand and Product for Market Fit
- Merge with Livingston Energy Group and Green Action Studio.
- Launch a new unified brand identity.
- Overhaul its product and brand architecture.
- Release a flagship product, X-Lynk.
- Expand operations across the U.S.
- Despite offering competitive products, executives believed sales and leads were falling short of expectations.
- There was no clear consensus on which key audiences to prioritize.
- Lynkwell lacked a modern, enterprise-grade digital presence to match its ambition as both a category leader and renewable energy innovator.
A fragmented product architecture and outdated digital ecosystem hindered messaging, confused customers, and slowed down sales between the 3 entities.
So, customers often struggled to understand Lynkwell’s value due to a lack of clarity and engagement across digital touchpoints.
Conduct a comprehensive UX study to identify audiences and how they interact with the business.
Consolidate websites, product architecture and sales channels from all entities under the new brand.
Lastly, roll out the new rebrand with a host of campaigns that are optimized for conversions via a new CRM integration.
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Stakeholder & SME InterviewsWhat We Did: Conducted interviews with executives, engineers, product leads, marketers, and sales channel teams to uncover internal alignment gaps and understand the business model post-merger.
Why It Mattered: Revealed conflicting assumptions about user priorities, product hierarchy, and messaging—critical for defining a unified experience.
Result: Created a shared vision for the GTM strategy and site architecture, ensuring every team spoke the same language about Lynkwell’s value and audience.
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Persona and Customer Journey Map DevelopmentWhat We Did: Built detailed personas and journey maps for business owners, fleet operators, and resellers, including jobs to be done, motivations, pain points, barriers, and decision triggers.
Why It Mattered: Allowed us to tailor the website, messaging, and product sales pitches to five distinct but interconnected audiences with very different needs.
Result: Clear audience segmentation guided content structure, navigation, and CTAs—making the site more intuitive, conversion-ready, and audience-specific.
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Information Architecture Audit & RedesignWhat We Did: Analyzed the old Lynkwell, Livingston, and Green Action Studios' sites, identifying redundant pages, confusing product naming, and unclear pathways to action.
Why It Mattered: The previous ecosystem buried core value propositions and made it hard for users to understand offerings or know what to do next.
Result: Delivered new Information Architecture (IA) and sitemap that simplified product architecture, clarified pathways, and aligned content to user intent—forming the backbone of the redesigned digital experience.
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Competitive & Market AnalysisWhat We Did: Assessed EV charging competitors, adjacent SaaS platforms, utilities, and emerging mobility technologies to benchmark messaging, UX standards, and product positioning.
Why It Mattered: Identified gaps in the market (e.g., lack of platform-level positioning, limited audience-specific messaging) and opportunities for differentiation.
Result: Insights directly shaped the “Power to Thrive” brand narrative and informed the X-Change™ platform’s positioning as an integrated, future-ready ecosystem.
Discovery and UX research conducted identified 2 key questions we needed to answer for this new iteration of Lynkwell. These gave birth to the "Power to Thrive" creative concept, sister to an earlier concept, "The Pulse of Progress", that didn't make the cut. Kill your darlings, as they say.
In my research, I learned that clients needed to believe in the value of clean energy itself before they could believe in any provider. Many stakeholders expressed uncertainty, not just about EV infrastructure, but about why they should adopt renewable solutions at all.
Solution:
I positioned clean energy as a pathway to growth, resilience, and long-term operational strength, and not just a compliance checkbox. By reframing EV adoption as an opportunity to future-proof businesses and deepen customer trust, the brand could meet users where they were and move them toward meaningful action.
- Learned to navigate a highly collaborative, multi-team environment while keeping communication clear and aligned across all stakeholders.
- Balanced tight timelines and high client expectations with internal constraints around budget, scope, and workload.
- Prioritized transparency and documentation to prevent misalignment and keep the project moving efficiently.
- Strengthened my ability to manage complexity, negotiate priorities, and maintain momentum under pressure.
- Saw the impact of the work validated as the project won an Addy Award and increased inbound leads by 180%.