Selectra
2023
Selectra is an international company specialized in the comparison and contracting of essential services such as energy, telecommunications, and insurance.
During my time at the company, I worked across different verticals, from optimizing lead acquisition funnels in telco to designing My Selectra, a web app focused on customer retention in the energy sector.
+500K B2C/B2B customers
Overview
Selectra operates as an intermediary between users and utility providers in a market characterized by high churn, where customers frequently switch providers in search of better deals.
My Selectra was conceived as a loyalty platform that centralizes users' energy information, providing visibility into consumption, costs, historical comparisons, and energy saving recommendations, positioning Selectra as a long term energy advisor.
Role
As a Product Designer, I contributed to defining the end to end product experience, working closely with PM's, developers, and business stakeholders.
Focused on designing key user flows, information architecture, and UI for a data heavy web app, translating business goals such as retention and churn reduction into user centered, scalable solutions.
Challenge
Design a platform that delivered real value in a high churn environment, where energy information is complex, opaque, and difficult for most users to understand. Simplify this complexity, build trust, and turn Selectra into a recurring point of reference rather than a one off intermediary.
Solution
The solution was to conceive My Selectra as a centralized energy management hub, offering a clear, educational, and decision-oriented experience.
Unified dashboard provided visibility into active contracts, monthly spend, and consumption trends, supported by simplified data visualizations and personalized savings tips. The modular design approach ensured scalability and prepared the product for future growth.
Learnings
This project reinforced the idea that loyalty is driven by real utility. I learned how to simplify complex information without losing meaning and to operate at the intersection of business, technology, and user needs, making design decisions aligned with a long-term product vision.
Data
0 %
Loyalty
+ 0 k
Daily users
+ 0 k
Monthly users
Side projects
Personal projects where I explore ideas, technologies, and narratives that inspire me. Spaces for experimentation to learn, fail, and create without limits.
