CUSTOMER DATA & REWARDS PORTAL + ENGAGEMENT CAMPAIGN

Portland General Electric

Behavioral Demand Response Program

PGE Flex is a Behavioral Demand Response (BDR) program designed to reduce demand on the grid during peak energy use times. Reducing peak loads minimizes black-outs and service interruptions, particularly when energy demands are high such as during heat waves and extreme temperatures.

ROLE
Visual Design, UX

COMPANY
CLEAResult

PGE Piloted 3 Distinct Programs

1. Behavioral Demand Response (BDR)

APPROACH: FEEL GOOD

The BDR program informs customers of demand response events through email, text, and/or phone calls. BDR's primary incentive is that customers are doing good.

2. Peak Time Rewards (PTR)

APPROACH: GET REWARDED

PTR is modeled after the BDR program, with added customer rewards. Customers earn cash or gift cards for lowering their usage during peak times.

3. Time of Use (TOU)

APPROACH: SAVE MONEY

TOU informs customers of peak load times and incentivizes them to lower their usage by reducing cost during off-hours and increasing it during peak hours

A/B Testing the Programs and Campaign Messaging

For the pilot recruitment phase, PGE tested multiple campaign themes including control, community, and gain.

Regardless of theme, all communications provided tips for reducing or shifting energy load during event times.

For all campaigns, customers' results are based upon actual usage and delivered via email the day after an event.

Campaign 1 — Welcome email with energy saving tips

Campaign 1 — Recap email

Campaign Findings

1. Soft messaging doesn't convert.

2. Focusing on monetary benefits showed a noteworthy increase in conversation rates.

The results of our testing shifted our campaign focus to messaging directly on the customer's specific bill and their opportunity to save and earn.

Customer Rewards Portal

Customer Portal Pre-Flex Event

Customer Portal Post-Flex Event — displaying customer usage, savings, and goals

Results

Peak Time Rewards

57%

OF ALL CUSTOMERS SAVED MONEY

64%

OF LOW INCOME CUSTOMERS SAVED MONEY

Results

Time of Use

57%

OF ALL CUSTOMERS SAVED MONEY

64%

OF LOW INCOME CUSTOMERS SAVED MONEY

LinkedIn

© 2020 RACHEL GIBBONS  |  Hero illustration: absurd.design, results illustrations Bogdan Magenta for Ouch!