CUSTOMER DATA & REWARDS PORTAL + ENGAGEMENT CAMPAIGN
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
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.
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.
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
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
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 Portal Pre-Flex Event
Customer Portal Post-Flex Event — displaying customer usage, savings, and goals
OF ALL CUSTOMERS SAVED MONEY
OF LOW INCOME CUSTOMERS SAVED MONEY
OF ALL CUSTOMERS SAVED MONEY
OF LOW INCOME CUSTOMERS SAVED MONEY
Selected Work
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© 2020 RACHEL GIBBONS | Hero illustration: absurd.design, results illustrations Bogdan Magenta for Ouch!