Redesigning Polaris Grids’ website with targeted content strategy
Website Design
Content Strategy
Defined content and design for Polaris’s marketing website redesign by aligning business goals with diverse user needs across public and private sector clients. Led discovery, user interviews, and competitive analysis to shape a clear IA and tailored web experience that positioned Polaris as a trusted, scalable, and tech-forward energy solutions provider.
Client: Polaris, India
Industry: Power, Smart metering and grids
Role: Lead, UX and UI designer
Team: Project with Network of Creative Thinkers
Gowtham, Jay Sethi, Rudransh Mathur
What is Polaris Grids?
Polaris, formerly Grampower, is revolutionizing India's power infrastructure with advanced distribution and management systems. Serving real estate, co-living, hospitality, and DISCOMs, Polaris digitizes metering, billing, and collection while tackling wastage and theft. Its tech-driven solutions empower users with transparent energy data for smarter consumption.
What we did for them-
We created a marketing website following a rebranding exercise transforming Grampower to Polaris. Given the diverse target audience and extensive range of services, our approach focused on crafting a content strategy and visual style that resonated with each distinct group. We aimed to effectively communicate the ethos of the new brand while aligning with the unique goals of each target demographic.
Jump to the Final Solution
Understanding the Landscape and Defining Goals
We conducted an in-depth study of primary, secondary, and cross-category competitors to explore information architecture, content strategy, and visual patterns within the power and tech sectors. In parallel, we held interviews with internal stakeholders and key user archetypes to understand business goals, user needs, and retention drivers, laying the foundation for informed content and design decisions.
Key goals that inform the content strategy and design decisions
Personalise content for each user group to clearly highlighted the USPs most relevant to them.
Present complex systems and services in a clear, accessible manner for both technical and non-technical audiences.
Establish Polaris as a reliable, future-ready partner through proof points.
Emphasise Polaris’s large-scale capabilities and technological innovation.
To facilitate a seamless transition from the previous brand, Grampower, to Polaris, we implemented an intermediary landing page for a soft launch while the final website was undergoing design and development. This approach allowed for a gradual introduction of the new brand to stakeholders and users.
Features of the Final Website-
Tailored information across different pages for targeted communication for each user type
Taking into account the varying requirements and use cases for the same products across different personas, we customised the each page by adjusting the tone of voice and product technicality ranging from a friendly approach for the private sector novice users to a more formal and knowledgeable tone for the expert government sector users.
Connected to the brand with carefully designed content, micro-interactions, and visuals
In transitioning from Grampower to Polaris, the primary objectives were to position the rapidly expanding company as an industry pioneer, showcase the scale of operations, and instil a sense of trustworthiness. We reflected these fundamental brand values through details in content, design, and micro-interactions.
Showing a preview of the working product with simplified UI
To facilitate the process of transitioning of the Polaris products and maintaining a seamless experience on the website, we simplified Polaris’ current app screens and the complex user flows to create representational UI that matches the new brand.
Used the brand language across the website in visuals and micro-interactions
Glows, translucency and blurs to depict the intangibility of power
