Challenge

Simon Electric is a leading company in the electrical and lighting solutions sector, with a strong presence in over 90 countries. Founded in Spain, Simon has become a key player in shaping how people interact with energy in their homes, workplaces, and cities. Simon operates at the intersection of technology, design, and infrastructure, which are all deeply connected to global geopolitics. As nations navigate energy independence, sustainability goals, and digital transformation, companies like Simon play a crucial role. Their products and innovations directly impact people’s everyday lives, from how we power our devices to how cities evolve into smart, connected environments.

In this context, Simon Electric also recognized a new strategic priority: consolidating and elevating its network of providers, including installers, architects, and interior designers, to turn them into embassadors of its extensive product range. This vision emerged as a key insight from a Strategic Business Process (SBP), revealing the need to better engage B2B partners and reinforce brand affinity. Through multiples focus groups with stakeholders, we help Simon identified friction points in workflows and communication that hindered both project execution and product adoption.

To address these challenges, we set out to develop a dedicated digital platform, an ecosystem that empowers professionals to create lighting projects with ease, discover and configure the right product sets, and purchase them within a single, streamlined experience. The platform was designed not only to optimize usability but also to align digital tools with operational goals, fostering stronger relationships and driving growth.

Methodology

We implemented a comprehensive research strategy to evaluate pain points and identify opportunities in the provider journey:

• Focus groups with all stakeholders: Engaged installers, architects, interior designers, and key business decision-makers to gather insights and define pain points.

• Co-creation of main user journeys: Developed primary user flows for Simon Electric’s key product series to ensure a seamless selection and purchasing experience.

• Prototype: Conducted iterative usability tests with professionals to refine the platform’s functionality, usability and accesability.

• High-fidelity prototyping for development: Created detailed interactive prototypes to align with development needs and ensure a user-centered design.

  
  

Impact

Business Impact

The platform marked a strategic milestone for Simon Electric, aligning its digital ecosystem with its business goals and professional audience. Despite initial adaptation challenges, the platform proved to be a valuable tool for consolidating the provider network and reinforcing brand affinity. The integration of Userlytics allowed for the implementation of a continuous improvement process, where real-time bug reporting and user feedback led to faster issue resolution and ongoing optimization. This not only improved platform stability but also enhanced Simon’s positioning as a responsive, user-centric brand, strengthening relationships with key B2B stakeholders.

User Impact

From the user's/buyer (perspective, installers, architects), and interior designers, the platform evolved into a powerful, centralized tool for project creation, product selection, and purchasing. After initial onboarding resistance, users began to appreciate the platform’s usability and relevance to their workflows. The co-created user journeys and iterative testing cycles ensured that the experience was tailored to their real needs. Empowering users to report bugs or suggestions directly through the interface gave them a sense of ownership and involvement, reinforcing trust and engagement with the brand.

Personal Impact

This project was a rich opportunity to lead the design of a complex, high-impact digital product. I was involved end-to-end from facilitating focus groups and synthesizing stakeholder needs to co-creating user journeys and conducting usability tests. Collaborating closely with development, I delivered high-fidelity, dev-ready prototypes that prioritized accessibility, efficiency, and real-world usability. Designing the continuous feedback loop through tools like Userlytics allowed me to build a sustainable improvement system and advocate for user needs post-launch. This project strengthened my skills in product thinking, stakeholder alignment, and iterative, research-driven design.