Creating Behavioral Change

Problem

EnergySavvy's Optix Engage product provided utilities with an online energy audit their customers could quickly and easily use. One utility customer wanted to experiment with "behavioral change" in their Engage implementation — encouraging their ratepayers to conserve energy through e-mail engagement.

Primary Users: Residential utility ratepayers (homeowners)

Approach

The team explored motivational frameworks to inspire continued engagement. Initial concepts included a competitive points-based system where customers would track energy savings against neighbors. This approach was abandoned due to privacy concerns and data limitations.

The final strategy focused on email-driven engagement, requiring users to subscribe, open messages, and click through to review monthly energy savings data.

Key Actions

• Developed user flow diagrams to establish expectations
• Collaborated with an online marketing consultant to craft compelling email copy and calls-to-action
• Created wireframes and content strategy for the subscription and engagement funnel

Solution

Delivered:

• User flows
• Wireframes
• Content design for emails

Outcomes

The program exceeded projections: Approximately 50% of survey respondents authenticated and subscribed. Email open rates were nearly double industry benchmarks, demonstrating strong messaging resonance and user motivation.