A digital sales flow for comparing energy products, pricing, and contract terms.

Telge Energi asked Deloitte Digital to improve the digital sales flow for new customers. The work began with retail electricity, but the structure also had to leave room for business energy, hardware, and energy-production products.

Pricing, contract terms, and product differences were difficult to compare. The site was organised around pages rather than the decisions customers were trying to make, so the path through a purchase often felt unclear.

I worked across research, workshops, requirements, UX, visual design, and project coordination. I mapped where the existing journey broke down, then translated those findings into a sales flow the delivery team could build.

The new flow had to explain the product, price, and contract before asking someone to commit, while supporting future products without a separate journey for each one. We mapped the current journey against the full product range and reorganised it around the questions customers had: what am I choosing, what does it cost, what are the terms, and where do I go if my needs fall outside retail electricity?

This led us to show product scope, pricing, and contract differences earlier. Standard retail choices remained straightforward, while more complex needs moved into a guided path.

The redesigned flow made pricing and contract information easier to find and gave future products a clearer place in the sales structure. The work was completed before Telge Energi merged with Fortum in October 2024.

The project reinforced how quickly a sales journey becomes difficult when important information appears too late. Bringing price, scope, and terms forward made the structure easier to design, explain, and review.

If I continued the work, I would test the flow with real purchase scenarios across retail, business, and hardware paths, then measure where people still paused or left once the structure was live.