Explained electricity
WHO
Fortum
Fortum is one of the energy market's largest players with both electricity production, electricity sales, community and climate initiatives.
ENERGY | WEBB | APP
WHY
Help people understand electricity
Electricity is something we take for granted, however - it’s not an easy subject. If you wanna understand it, and especially what you pay for, you need to dig into the difference between production and sales, kilowatt hours, effect, spot prices, taxes, VATs, licenses, measurements etc etc.
We wanted to make this much easier, for everyone.
We wanted to make this much easier, for everyone.
COMPLEXITY | COPY WRITING | SIMPLIFYING
WHAT
Web and app extreme makeover
My Fortum was the place were customers could get to know more about their electricity. Usage, invoices, agreements etc. But to make customers to even use My Fortum, we needed to make it look and work as something you could at least trust.
The My Fortum web was not even close to full fill that when I started.
The My Fortum web was not even close to full fill that when I started.
EXTREME MAKEOVER | USER WEB | BRANDING
Web and app in parallel
The My Forum app had more recurring usage, but did not look better than the web, and a lot of basic functionality were missing.
USER APP | VITAL FUNCTIONS | BRANDING | TRUST
HOW
Design and user communication
First step, involving and asking users what they were missing, and implementing Fortum's new brand.
USER APP | VITAL FUNCTIONS | BRANDING | TRUST
How you ask is everything
There was already a free text form for feedback in the app, but we didn’t really ask for anything there so the only thing we got there was pretty much hate and complaints, no constructive feedback.
I changed the copy to explain the context, give instructions and actually ask a constructive question.
And we got answers.
I changed the copy to explain the context, give instructions and actually ask a constructive question.
And we got answers.
USER FEEDBACK | USER NEEDS
Down low
The My Fortum web NPS score was at -19 when I started, the app wasn’t much better, and the numbers had been pretty constant the last years.
I started doing monthly reports with NPS score and feedback comments to analyse what the main issues were.
It came out technical issues was a big thing.
I started doing monthly reports with NPS score and feedback comments to analyse what the main issues were.
It came out technical issues was a big thing.
STATISTICTS | NPS | GOOGLE ANALYTICS | DATA ANALYZIS | FEEDBACK ANALYZIS
Implementing the new brand
Parallel with understanding user issues and needs, I designed the app and web with Fortum's new brand.
Colors, fonts, iconography, images etc were updated. I also created a completely new structure, navigation and layout, performing a lot of user tests.
Three years later, this is still marketing material.
Colors, fonts, iconography, images etc were updated. I also created a completely new structure, navigation and layout, performing a lot of user tests.
Three years later, this is still marketing material.
FIGMA | BRANDING | COPY | CONTENT | NAVIGATION ARCHITECTURE | USER TESTING
Explained electricity and the invoice
I added a lot new to the FAQ. About kWh, how to interpret invoices and agreements, about normal electricity usage, etc etc.
Just by explaining, and not changing any prices, price complaints and generic complaints went down significantly.
Just by explaining, and not changing any prices, price complaints and generic complaints went down significantly.
FAQ | PSYCHOLOGY | COPY | CONTENT | EDUCATING
Compare with other users
We added a third part implementation which could make users see eg their consumption compared to others, and what used the most electricity at home.
App usage went straight up, this clearly made users much more interested in their electricity.
App usage went straight up, this clearly made users much more interested in their electricity.
COMPARISON | COMPETITION | USER INTEREST | GOOGLE ANALYTICS
Climate program
We added a climate program, reducing customers invoices if they accepted small climate challenges.
This was a complete success, making users proud of both them selves as well as being Fortum customers.
This was a complete success, making users proud of both them selves as well as being Fortum customers.
GOOGLE ANALYTICS | USER INPUT | DATA ANALYSIS | USER ENGAGEMENT
NPS heading straight up
The team had accomplished a lot when I left, leaving a thriving product behind. NPS score with clear positive trend and an engaged user base.
NPS | TRENDS | GOOGLE ANALYTICS
RESULT
User stickiness and NPS trending upwards
The NPS trend was clearly turned, which was really motivating for the whole team.
The monthly feedback was no longer containing any hate or non constructive complaints, the technical issues were pushed down and the price complaints were close to zero.
Instead, users took time to actually send in positive feedback about both My Fortum and the team behind. Feature requests were constructive and a lot of great ideas were coming from users.
The monthly feedback was no longer containing any hate or non constructive complaints, the technical issues were pushed down and the price complaints were close to zero.
Instead, users took time to actually send in positive feedback about both My Fortum and the team behind. Feature requests were constructive and a lot of great ideas were coming from users.
