Rising to the Top

Using customer experience to elevate brand identity in a highly regulated industry

The Ask

Gas South wanted to change how consumers shop for and purchase natural gas.
Gas South is a leader in the natural gas industry. Based in Atlanta, they provide services to more than 425,000 residential and commercial customers throughout the Southeast.

The Answer

We created a site that uses education and transparency to show customers the light.
  • Brand Design Systems
  • Competitive & Industry Research
  • Customer Research & Journey Mapping
  • Graphic Design
  • IA & Experience Maps
  • UI Visual Design
  • UX Design & Prototyping
  • UX Research & Testing


increase in time on site


increase in initial enrollments


decrease in bounce rate


increase in number of page visits per session

Natural resourcefulness

For commodity retailers, differentiating yourself from competitors can be challenging. Gas South decided to clear things up.

With offerings restricted by highly regulated standards, Gas South saw their online customer experience as a way to stand out. They asked for a site that would disrupt expectations – educating consumers about natural gas options and helping them get to know Gas South as an essential service provider. We created a digital experience that simplified the natural gas purchasing process and demonstrated their core values in ways that thoroughly won customers over.

Play Video
Good Rates. Good Service. Doing Good: Gas South’s homepage lays out the pillars of their competitive advantage: culture of honesty and transparency, high quality of service, and commitment to giving back.

Fueling efficiency

Gas South saw the potential for their site to set a new standard for customer experiences in their industry.

Our research showed consumers were confused about how to shop for natural gas. They didn’t understand therms, rates, and tiers, and were skeptical about enrollment options.

We used these insights to identify content gaps and create a more transparent, easy-to-navigate site. We enhanced UX features like search capabilities, chatbot, and interactive charts – including a sliding scale to explain monthly usage – to lead customers to answers, instead of more questions.

With the site’s seamless new content flow, Gas South enrollments immediately jumped 7%.

Launch really understands our business and how we work. They paid attention to what we needed and crafted a team to extend with our own. They are so approachable and collaborative and brought in research and perspective on our digital customers that we didn’t have.

Melanie Muhlfelder, Manager of Marketing Insights & Innovation
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