Elekt
Tasks
Research, UX, UI, Design system, Strategy, Growth, Monetisation
Time
6 Months
Elekt is a Norwegian platform that helps customers in the Scandinavian region master their electricity usage. At a time when electricity prices are high, Elekt aims to help users understand their usage data, pricing structures and provide insights to reducing energy usage.
Challenge
In a time marked by unstable and peak energy prices, consumers need education and transparency about how their electricity usage is calculated and want want practical ways to reduce their energy bills.
In Scandinavian countries it is common practice to check electricity spot prices for the day, as you would the weather everyday.
However users do not know how to use this data to practically reduce their bill costs, especially when raw spot prices are not a true representation of what they are paying to their energy provider.
Business opportunity
Elekt had amassed an impressive 150k active users a month. However they only had 15 active subscriptions.
The main goal was to understand user needs in order to increase subscriptions by providing value.
How might we…
Use the data we have access to, to provide value to users and increase subscription.
To reach this goal, we need to surface data in a simplified way and provide actionable insights and steps to reduce electricity usage
Main App features
Spot prices
Graph showing the market price of electricity each hour.
Energy consumption
Cost and kWh of electricity consumed so far this month
Grid insight
Break down of how electricity is charged based on day & night tariff, capacity and taxes
Bill buster
Electricity deal checker, to see how your deal compares to others on the market
Our users
“ I check the spot prices everyday, but don’t know what to do with that information ”
UX Audit
Research & understanding
I started by conducting a UX analysis of the current app.
The current app did not have an appealing design. This is important as good design that user friendly, creates trust with users, which is important for monetisation.
The surfaces too much raw data is surfaced, which is complex to understand.
The data does not have any insights, which makes it hard for the user to turn into actionable steps to reduce energy costs
The screens look very similar, even though they are communicating different datapoints
The current app did not have an appealing design and lacks cohesive branding. This was detrimental as good design creates trust with users, which is important for monetisation.
Workshops
I conducted workshops for the individual features with the goal to understand the purpose of the data that was being surfaced and how we can better use it to meet user needs
We listed out informations goals for the data that was being surfaced and aligned them to customer needs.
We believe that we can increase subscriptions by providing customers actionable insights about spot prices that are guaranteed to reduce their electricity bills.
We plan to do this by:
Simplifying the data we surface to help users understand how electricity is charged
Providing actionable steps that users can measure to see their progress
Redesigning features and the app, to better surface data and improve brand identity, customer trust and navigation around the app
Introducing free trials so users can experience the value of the improved features, and be enticed to subscribe
Hypothesis
KPI’s
Increase the number of users who grant access to consumption data
Increase number of users granting access to invoice
Increase number of users who start free trials
Increase number of users who convert from trial to subscription
Roadmap
Validation testing
Each feature went through a 2 week design process where we produced a design solution, created a live prototype and released it live to a small segment of customers. This allowed us to gain feedback and measure user behaviour against kpi’s. We also tested some features with users to gain qualitative feedback
Design system
The aim was to modernise the visual aesthetic of the app, while keeping the vibrant electric colours. After conducting a thorough audit of the existing components, working with the marketing team, we established design principles, and patterns that aligned to the brand. The resulting system prioritised visual harmony, and data that was easy to read, a strong brand identity and lead to a streamlined development workflow.
Over 200+ new subscribers
With each feature, we measured the live test results against KPI’s over a time of 2 weeks. We then decided if the feature was a success.
Over a period of 3 months, with a new feature launching every few weeks, we managed to achieve 200+ active subscriptions.
