Case Study › ENGIE
Introducing customers to the easiest energy contract
Increasing customer acquisition at Brico
In 2018, ENGIE announced it would be launching UP: a brand-new offer that allows consumers to choose from a selection of ENGIE services to create an energy plan that meets their unique lifestyle and home needs.
Business challenge
Get both current and prospective ENGIE customers to switch to UP by improving the customer experience and implementing brand elements.
Insights
With so many different energy plans out there, it can be challenging for customers to know which plan is right for them. Our challenge was to find a way to communicate the benefits of UP while also building consumer interest and awareness.
Based on research and workshops, we found peace of mind and being in control to be the two most critical factors that distinguish UP from competitors. These characteristics would define how we organised, built and communicated the value of UP throughout every stage of the customer journey.
Ideas
We introduced a dedicated on-site team of UX, UI and service designers, data experts, strategists, prototype builders and front-end developers to work with ENGIE. We hosted workshops consisting of B2B and B2C stakeholders to define the experience map for an MLP, including a fully redesigned website and digital campaign.
Our team designed wireframes, applied an atomic design approach to UI, and organised a test plan to analyse the UX success rate. Copywriters and designers developed creative concepts that shared the benefits of UP through fun videos, articles and other content pieces for the website. The team also worked closely with developers to translate all of these high-level ideas into workable code.
The result was a website that evolved throughout the day to create a relatable and immersive user experience. The design shifted depending on the time of day, and viewers would see a selection of stories about real families using UP at home.
We brought this same sense of authenticity and ease to our digital campaign. Instead of sharing facts and figures about the benefits of the energy plans, we showed how UP makes a difference in daily life through vlogs.
Impact
We achieved go-to-market readiness and improved the user experience for a highly complex business transformation.
ENGIE's UP website at a glance
Vlog content shared the real benefits of UP
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About Engie
ENGIE is a leading energy and services company focused on three key activities: production and supply of low carbon energy, services and regeneration. The company combines these activities to enable customers & stakeholders to embrace a greener, more efficient and increasingly digital world.
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