Power Shout | Loyalty programme

Case study

Summary

Based on the success of the Power Shout loyalty program and Genesis' desire to provide customers with more control, Power Shout 2.0 has been created.

The intent of this new loyalty system is to enable customers to obtain power shout hours via multiple means while giving Genesis a platform to reward customers through marketing campaigns on a quarterly basis.

Customers can choose to spend power shout hours however they would like, for example, they could save them for winter, consuming them on an overly cold night, or use them when the clothes dryer is needed. Customers can use them in whatever way best supports their lifestyle.

EIQ has been identified as the primary platform to provide customers with visibility of and access to their Power Shout Currency.

Length of Project: 6 months

To comply with my non-disclosure agreement, any confidential information is omitted in this case study.

The Survey

In late January 2020, a comprehensive study and survey were conducted among 1,073 customers. Of those surveyed, 985 (92%) confirmed that they had previously booked a Power Shout, which qualified them to participate in the survey.

Survey results have helped to shape the proposed set of features in the launch candidate for Power Shout Currency:

  • Rewards for customer tenure will feature highly in the list of features for development.

  • Rewards based on bill payments will be a minimum requirement as this is a regular occurrence this will likely drive repeat visits to engage with Power Shout and Energy IQ.

  • We will continue to surprise and delight customers with more regular campaigns. Targeting different customer groups with different types of offer will allow us to test and learn what has the most impact.

  • Recommending optimal redemption times tailored to the customer will be included in the feature set for launch.

  • Visibility of Power Shouts and transparency with credits will be made forefront in the customer experience.

  • There will be a focus on keeping it simple when it comes to redemption. This means initially allowing customers to plan when they want to use their free power hours, with more flexibility of booking times.

“first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother”

Exploring Possibilities

Multiple UX workshops are conducted to evaluate challenges, review existing artifacts and deliverables, and establish alignment regarding priorities and project milestones.

Once alignment has been achieved, the design process is initiated by generating ideas through quick sketches. These sketches facilitate the visualization of diverse UI arrangements and interactive behaviours, ultimately shaping a high-level user flow that is both tangible and highly effective.

Shaping product vision

After a business decision has been made, pragmatic goals are generated, along with feature summaries, business requirements, and objectives. Solution concepts are consulted and developed with a technology perspective in mind. The objective is to ensure that the proposed features are pragmatic and achievable. This process aims to identify UX challenges and establish a clear strategy to ensure focused alignment in the desired direction.

User Testing

Following the rapid wireframing and prototyping phase, a usability test plan was quickly developed, along with screener questions and usability test scripts to identify problems, uncover opportunities and learn about target users’ behaviour and preferences.

Two rounds of user testing sessions were then conducted, involving a total of 20 participants, using Figma Prototype and Askable.

Actions customers are ready to take:

  • Make a booking

  • Identify best time to suit their schedule

  • Edit/ Delete booking if schedule changed

  • Learn more about ways of earning Power Shout

Improvements oppotunities:

  • Revise Balance History description for clarity and visibility.

  • Display current balance during the booking process.

  • Provide estimate usage/cost in "Choose a Time" section.

  • Clarify terminology: Power Shout Currency vs. Power Shout balance.

Putting it together

After conducting user testing sessions and gathering valuable insights, the designs undergo an iterative and meticulous refinement process to address and resolve usability issues.

A design system has been implemented with detailed UX specifications to support and clarify the design decisions to ensure consistency across the user experience. The documentation includes a dashboard, a booking system with notification and redemption functionality, and other features.

Purposeful friction

This feature outlines how Genesis customers are notified of a Power Shout offer so that they can acknowledge the offer in Energy IQ and have the hours applied in the Loyalty eco-system. 

To infuse an element of delight into the user experience, animated UI elements were thoughtfully incorporated into the call-to-action, enhancing the interaction with a distinct set of unique sensations and adding depth to the narrative.

Instead of automatically applying a free offer to the user’s account, purposeful friction has been added to the UI to give the user a sense of acquiring bonus power, carefully constructed interaction animations were added when the user accepts the offer to reinforce the delightful experience.

Power Shout Hour bookings

By providing a comprehensive calendar view, users have the flexibility to choose dates and times for utilizing their Power Shout hours according to their lifestyle. The default values are intelligently set to the next available hour, considering common use cases.

To guide users throughout the process, pre-booked information and Power Shout hour balance are clearly labelled. This thoughtful approach places the user and their journey at the center by focusing on essential and relevant information during the booking of Power Shout hours.

To enhance the booking experience, the following actions were taken:

  • Clear labelling of pre-booked dates assists users in selecting an available day to utilize their Power Shout hours.

  • Prioritizing and signposting date availability ensures an effortless booking process.

  • Active bookings are prominently surfaced to provide users with a quick overview.

  • The booking view displays the current state of the booking to keep users informed.

  • Relevant booking information is displayed when making a booking, aiding users in their decision-making process.

By implementing these user-centric features, the booking process is streamlined, making it easier for users to effectively manage their Power Shout hours.

Introducing Power Shout 2.0

Throughout the design process, the project focus was on creating a delightful experience, capturing key elements such as notification, presentation, booking and redemption functionality, as well as efficient data capture and management. Clear communication signposts were strategically placed throughout the user journey to guide users seamlessly through the experience. The outcome is a user-centric solution that enhances the overall satisfaction and convenience of utilizing free electricity hours.

Power shout continue to be one of the key offering for Genesis products.