GE Power engaged Launch to create an asset to help account executives have discussions about the flexible properties of fuel with current customers to drive equipment upgrades and to promote cleaner fuels. Additionally, the fuel flexibility tool must generate inbound leads for new prospects.



  • Market analysis & insights
  • Stakeholder interviews
  • Usability testing
  • Competitive & comparative analysis
  • Content audit
  • Content strategy
  • Workshops (design)
  • Personas
  • Information architecture
  • UX design & prototypes
  • Requirements & recommendations
  • UI design & interaction

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To understand the buyer needs, the Launch team traveled internationally to interview current customers. Then we created targeted personas for the experience. As part of our research process, we reviewed 140+ client-provided assets, which included technical white papers on fuel properties, in order to become subject matter experts on fuels and power plants. We also attended a power generation conference, interviewed several attendees, and combined our findings with a competitive review to create a recommendations presentation on how to evolve the MVP.

All of this research, paired with stakeholder interviews, provided us with the understanding of how to design a tool that presents fuel properties so they can easily be understood by account executives and plant managers alike.

See the Fuel Explorer in action



Three months after the launch of the MVP, the new experience ranked third in SEO for “fuel flexibility” with traffic driving straight to the GE’s site—a significant achievement.


“Launch punches above its weight with the courage to get work done in complex scenarios. They went out of their way to nail even the parts that didn't seem to lead to simple next steps. ”

Bronson Lee, Marketing Manager, Commercial Division, GE Power

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