Creating Behavioral Change
Company
Arizona Public Service
Year
2014
Skills
Product Design
Product Design
Product Design
Content Design
Content Design
Content Design
Problem
EnergySavvy's Optix Engage product provides utilities with an online energy audit their customers can quickly and easily use. One utility customer wanted to experiment with "behavioral change" in their Engage implementation -- they wanted to encourage their ratepayers to conserve energy through e-mail engagement.
Users
Primary: Residential utility ratepayers (homeowners)
Deliverables
User flows
Wireframes
Content
Problem
EnergySavvy's Optix Engage product provides utilities with an online energy audit their customers can quickly and easily use. One utility customer wanted to experiment with "behavioral change" in their Engage implementation -- they wanted to encourage their ratepayers to conserve energy through e-mail engagement.
Users
Primary: Residential utility ratepayers (homeowners)
Deliverables
User flows
Wireframes
Content
Problem
EnergySavvy's Optix Engage product provides utilities with an online energy audit their customers can quickly and easily use. One utility customer wanted to experiment with "behavioral change" in their Engage implementation -- they wanted to encourage their ratepayers to conserve energy through e-mail engagement.
Users
Primary: Residential utility ratepayers (homeowners)
Deliverables
User flows
Wireframes
Content
Process
Process
As a team of two, we looked first at what would motivate someone filling out an energy audit to take further action, and then at how best to keep them engaged.
I developed a set of user flows to help start the conversation around what we expected.
We explored using a points-based system (where the homeowner would try to score points and outscore their neighbors), but due to both privacy and data issues we moved to a simpler engagement using e-mail reminders. This would require motivating the users to subscribe to emails, open them, and click links to see how they did at saving energy the previous month.
At my recommendation we hired an online marketing consultant to create the e-mail and call-to-action content.
As a team of two, we looked first at what would motivate someone filling out an energy audit to take further action, and then at how best to keep them engaged.
I developed a set of user flows to help start the conversation around what we expected.
We explored using a points-based system (where the homeowner would try to score points and outscore their neighbors), but due to both privacy and data issues we moved to a simpler engagement using e-mail reminders. This would require motivating the users to subscribe to emails, open them, and click links to see how they did at saving energy the previous month.
At my recommendation we hired an online marketing consultant to create the e-mail and call-to-action content.
As a team of two, we looked first at what would motivate someone filling out an energy audit to take further action, and then at how best to keep them engaged.
I developed a set of user flows to help start the conversation around what we expected.
We explored using a points-based system (where the homeowner would try to score points and outscore their neighbors), but due to both privacy and data issues we moved to a simpler engagement using e-mail reminders. This would require motivating the users to subscribe to emails, open them, and click links to see how they did at saving energy the previous month.
At my recommendation we hired an online marketing consultant to create the e-mail and call-to-action content.
Outcomes
Outcomes
The project exceeded our expected metrics. Approximately half of survey respondents authenticated with the system and signed up for e-mails, and email open rates were nearly twice the normal expected rate.
The project exceeded our expected metrics. Approximately half of survey respondents authenticated with the system and signed up for e-mails, and email open rates were nearly twice the normal expected rate.
The project exceeded our expected metrics. Approximately half of survey respondents authenticated with the system and signed up for e-mails, and email open rates were nearly twice the normal expected rate.