In order to achieve the energy transition, a substantial expansion of renewable energy sources is essential. Solar power plays a central role in this. New, attractive and easy-to-understand electricity products are needed to support the participation of the urban population in the transition.
We have tested various electricity offers in the solar sector.
This is what we analyzed:
- Trend analysis & benchmarking of existing offers
- Customer requirements for a solar power offer
- Possibilities for emotionalization (topic focus)
- Willingness to pay
- Internal feasibility
Our experiment highlight was the combination of market test and clickable prototype.
With an A/B market test in Sprint 2, we tested two different solar power offers. This helped us to prioritize the right design elements in the clickable prototype in Sprint 3. This combination is so powerful because marketing and product design are considered equally.
The user test of the clickable prototype was carried out directly with the customers recruited in the market test.
How:
- The two offers were described on two landing pages.
- We used online ads to reach customers in the catchment area of Stadtwerk Winterthur.
- Survey responses were collected and customer interviews were conducted.
- Input from the market test was used to prioritize the creation of the clickable prototype.
- Customers who were recruited via market tests tested the clickable prototype.
Advantages for Stadtwerk Winterthur:
- Understanding customer needs with regard to product and marketing
- Indication of market potential
- Decision-making basis for stakeholders
Concept
- Trends and benchmarking
- 3 Ideas visualized
- 5 interviews with Winterthur residents
Market test
- 2 concepts with website and ad campaign each
- Approx. 20,000 people reached with online ads
- 810 website visitors
- 80 survey responses
Co-Creation
- 1 clickable prototype
- 5 user tests with Winterthur residents
- Final pitch
"We actually managed to develop a product in three months. You supported us very creatively and yet precisely. Your ease and flexibility as well as the structured and clear methodical approach made this success possible. I would work with innohack again at any time."
Patrick Läng - Head of Product Management and Marketing - Stadtwerk Winterthur
Stadtwerk Winterthur is a supply and disposal company. It supplies electricity, gas, water and heat for the city of Winterthur. Stadtwerk Winterthur also purifies wastewater, operates Winterthur's fiber optic network and incinerates and recycles waste to generate energy.
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