Complex technology needs more than data, it needs a clear story
Renewable energy companies often struggle to communicate highly technical innovations to non-expert audiences such as investors, partners, and the general public. This self-initiated concept explores how UX design and visual storytelling can turn complex marine energy technology into a clear, engaging digital experience.
Context
Minesto↗ is a Sweden-based marine energy company developing innovative ocean energy technology.
While the technology itself is highly advanced, the challenge lies in presenting:
complex scientific concepts
long development cycles
abstract environmental impact
in a way that feels accessible, trustworthy, and engaging for a broad audience.
This project was a self-initiated website redesign concept, created to explore how storytelling and UX principles could improve clarity and engagement in the renewable energy sector.
Scope & constraints
Duration: 3 weeks
Scope: UX/UI design, information architecture, website redesign, prototyping
Tools: Figma, Notion
Constraints included limited access to internal data and no direct user testing, requiring design decisions to be based on UX best practices and comparative analysis.
The challenge
Minesto’s website needed to:
explain complex marine energy technology
communicate credibility and innovation
engage non-technical audiences
maintain scientific accuracy
The key challenge was finding the balance between:
detailed technical information and an emotionally engaging user journey.
Strategy: narrative-first information architecture
I approached the redesign through a storytelling lens, treating the website as a guided narrative rather than a collection of pages.
The strategy focused on:
Progressive disclosure — revealing complexity step by step
Visual hierarchy — guiding attention through structure, not text volume
Narrative flow — from mission → technology → impact → implementation
Design solution
Narrative architecture
The site was reorganized into a clear narrative flow showing:
the problem of clean energy demand
Minesto’s unique technological approach
real-world applications and impact
Visual storytelling
Large, immersive imagery to create emotional connection
Simplified diagrams to explain how the technology works
Motion cues to guide attention and reinforce progression
Navigation & usability
Simplified menu structure
Improved readability through spacing and typography
Brand consistency
Refined typography, color palette, and iconography
Visual system aligned with sustainability and innovation values
Outcome
The redesigned concept presents Minesto as both:
a cutting-edge technology company
a human-centered, mission-driven brand
Key improvements include:
clearer explanation of complex technology
stronger narrative coherence
improved usability and content discoverability
a more engaging and confident brand presence
Potential impact (if implemented)
As a concept, the redesign aims to:
↓ Bounce rate by ~20%
↑ Time on page by ~30%
↑ Investor and partner inquiries
What I learned
Storytelling is a powerful UX tool for complex domains
Information architecture can reduce cognitive overload
Visual clarity builds trust, especially in technical industries
Good UX can bridge the gap between innovation and understanding
