DesignManagement + InteractionDesign

Improving the Consumer-Facing Strategyand Innovating the System User Interface

DESIGNTOREDUCEENERGYUSEINTHEHOME

DesignManagement

DESIGNTOREDUCEENERGYUSEINTHEHOMEIMPROVING THE CONSUMER-FACING STRATEGY

DesignManagement

Current state limitations of Powco Customer-facing Strategy

DesignManagement

PROBLEMS OUT THERE

Dependence on consumer to moderate home energy usage.

Existing incentives are not enough to catalyze change.

General lack of consumer awareness of energy supply limits and POWCO strategic goals.

COMMUNICATIONPOWCO wants to communicate a complex message. “We want you to use less, but we are capable of providing.”

Ambiguous, ineffective service brand messaging.

Large, unmet challenges in shaping communication. Obtusely communicated incentives and promotions. No active feedback loops (conversations). Lack of tailored/targeted consumer messaging.

DesignManagement

TECHNICALPower companies require the customer to do the vast majority of the legwork.

Site energy calculators are hard to use and ineffective.

Until recently with the implementation of smart meters, there was no feedback as to the user’s energy consumption until the monthly bill arrived.

DesignManagement

Ideas for a proposed solution

RAISE AWARENESS

How do customer feel about interacting

with the power company?

Do they think it works?Why?

Do they think it is broken? How?

What is their experience from the first phone call

to paying the final bill?

What would get them excited?

DesignManagement

RAISE AWARENESSSolutions

It isn’t just the service, it is how that service makes the customer feel.

Free home energy diagnostic with account setup for residences.

Use real numbers to shock them or make them feel their choices really do matter

Send energy saving tips via the web, email, or text

INCENTIVESCredit Union or COOP approach

Rebates, Point/Reward SystemsCommunity-Based.

Challenges/Competitions/Partnerships

Tailored Incentives for Generational/Demographic Groups.

Upgrading Older Homes/Appliances

DesignManagement

DesignManagement

IN-HOME DEVICE

CONVENIENCEAssociate new behavior with an existing routine

Less work for customer

Easy to understand

Convenient features such as auto bill pay, local weather,efficiency mode

DesignManagement

USER CENTERED

DesignManagement

Introduce ownershipUser is in control of total home energy profile.

User can create settings and goals around personal preferences.

Mobile app options for greater flexibility, control

DesignManagement

FEEDBACK

Detailed energy usage

Real-time savings/loss

Understand consequences and make better choices

Choice bracketing - daily vs yearly totals

Tips for saving energy

Give user frequent feedback about the consequences of their actions.

Introduce or increase present gains

DesignManagementTEAMWORK

Powco reaching out to customers

Develop better customer relationships

Educational institutions are important partners.

TEAMWORK

MARKETING MESSAGE

“Save Energy: For your home and yourself”

Communicate specific goalsSocial networkingPossible message

DesignManagement

DesignManagement

Benefits

BENEFITSFor the power company

Improved customer and community relationships

Decreased strain on existing facilities

Poised to usher in new, sustainable technologies

DesignManagement

BENEFITSFor the consumer

Ownership of home energy usage

Greater savings

Sense of responsibility—home own-ership, energy usage, conserving re-sources

DesignManagement

BENEFITSFor the environment

Less energy waste

Reduce carbon footprint

Explore renewable energy sources

DesignManagement