Inspire Rewards
Transforming the way people access clean energy and accelerate a net-zero carbon future.
Residential electricity usage in 2020 emitted 9.4% carbon emissions of the U.S. total, negatively increasing the chances of climate change.
After Research, I designed a Rewards program that helped motivate people to switch to clean energy.
Led all design efforts to implement a Rewards program at Inspire Clean Energy that helped overcome acquisition challenges and reduce CPA's costs.
Approximately, 61% of our target personas didn't know they can switch to clean energy. The main reason being that the energy industry is hard to understand.
Reduce Cost Per Acquisition (CPA), grow customer base, increase retention rate, and help reduce carbon emissions to our environment.
The current customers were not the aspirational persona (environmental driven people) for several reasons:
• Acquisition was mainly through home's sales.
• Tend to have a lower income and smaller houses.
• The majority of our users were not tech savvy.
• Their main motivator to switch to clean energy was reducing costs.
Our aspirational persona ideally will:
• Be acquired digitally through our funnel.
• Have a high income and larger houses.
• Are tech savvy and have a high interest in renewable energy.
• Their main motivator to switch to clean energy is to mitigate climate change.
Create a solution able to motivate people who cares about savings and people who cares about climate change able to sign up. After leading some workshops for brainstorming and research processes with the team and stakeholders, we aligned to create a Rewards program.
Once I started shaping the experience, the team encountered a blocker: engineering team was max-out and unable to implement anything for up to 6 months. That took us by surprise, but rapidly we were able to pivot and find a way to overcome the challenges the team was facing.
In order to create a user experience without engineering resources we decided to outsource a third party company able to implement end-to-end the reward experience., my strategy was to:
• Learn rapidly from previous reward programs and collaborate very closely with sales and Marketing team to be aligned on the proposals.
• Find a way to outsource thought a third party company able to implement the end-to-end reward experience.
• Have a quick return of investment as soon as possible to achieve our Business goals and learn from iterations.
Because the lack of engineering resources, I needed to find a technical solution able to create delightful experiences. We decided to use an external tool that had limited options on the framework provided to implement the designs, but gave us a fully functional reward system within a few weeks.
The options were very limited and requesting to customize the out-of-the-box framework could take weeks. After negotiating just crucial change requests that allowed me versatility and scalability of the designs, I was able to explore different visual directions for the advocate and referee's user experiences.
After a couple of weeks, the team was able to launch the experience and start analyzing data.
Based on the data analysis and other inputs after the test, we were able to understand the performance of the designs and create a version that included successful patterns and design elements.
Other designs I created for different projects.
