DesignManagement + InteractionDesign Improving the Consumer-Facing Strategy and Innovating the System User Interface DESIGN TO REDUCE ENERGY USE IN THE HOME
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