Click To Green: UX/UI design case study by Claudio Pagnacco (UX Research)

Click to Green is an innovative company that provides renewable electricity sourced from FERA's wind farms, distributing it directly to consumers.

With a strong commitment to sustainability and innovation, the company aims to become a leader in the green energy sector.

Fera S.R.L.

Entering a field as complex as this, and with little prior knowledge, I immediately realized the need for a deep dive and thorough analysis.

I started by asking fundamental questions: Is there a demand? Is this necessary? What is the current state of the market? Can I find data to capture trends from recent years and understand mass behavior?

Next, I focused on the Italian market, where Click To Green aims to establish itself, and I questioned whether there were regional differences to consider.

I also explored the most suitable target audience for this market and how to engage them effectively through surveys and interviews.

Analyzing competitors was crucial to identifying potential areas for improvement.

Finally, I asked myself: Is it truly possible to revolutionize this market? Are other companies already offering the best possible solutions, or is there room to challenge the status quo?

I decided to start by gathering every relevant insight I could find online.

1. Explore the growth trends of renewable energy.
2. Research industry studies and user behavior.
3. Compile a list of global companies, with a focus on Italy.
4. Analyze the number of contracts over the past five years for both renewable and non-renewable energy companies.
5. Perform a big data analysis on the official ARERA website.
6. Understand the primary target audiences of each Italian company.

As Click to Green is a new electricity provider, it was essential to thoroughly study the competitors to understand what they offer and, more importantly, to answer the question:

"Is price the only factor influencing consumer choice?"

I analyzed over 15 competitors, focusing on the following aspects:

1. The services they offer.
2. The flow for creating a new contract.
3. Ease of navigation and clarity in interpreting prices and commercial offers.
4. Customer support flow.
5. Accessibility.

At this stage, I was finally able to investigate all the questions and doubts I had accumulated during the previous steps.

Given the client's limited budget, I opted for a Typeform survey to be shared on social platforms, along with one-on-one interviews with both private individuals and businesses to gain a more comprehensive understanding.

After analyzing all the responses, I identified four distinct personas, each with different life goals and needs.

This led to six different insights:

1. Choosing is Complicated

People experience stress every time they need to choose a new energy provider. This is due to the overwhelming number of offers, the difficulty in interpreting them, and the fear of being taken advantage of.

2. Focus on Sustainability

People are willing to pay a premium for clean energy, provided the price remains competitive.

3. Desire for Control

People want control over their electricity contract. They seek an app to monitor consumption, pay bills, receive alerts for high usage, and get tips on reducing consumption of individual appliances.

4. No to Technical Jargon

People spend hours trying to understand how an electricity contract works to protect themselves. Despite this effort, they still struggle to interpret technical terminology.

5. Lack of Predictability

People often find that their bills differ from what they expected.

6. Sustainability as Corporate Identity

Business owners expressed a strong desire to share their sustainability efforts with their clients. Reducing their carbon footprint, however, is not a top priority.

To validate the design, I created a list of tests and key performance indicators (KPIs) that will allow us to conduct further research.

Participating in such an ambitious project has been truly stimulating. It gave me the opportunity not only to gain in-depth knowledge of a new field but also to contribute by creating something that could truly spark a revolution.

The world of electricity supply is still rooted in an old and established mindset. However, people today have new needs and expectations, and it’s essential to meet these with a fresh, intuitive, and modern product.

The responsibility entrusted to me in helping to create a new entity of this scale was significant, but I am confident that by passing my research on to my UI designer colleagues, it will shine in a product that I hope will bring about a drastic change in the renewable energy market—for a cleaner and more transparent world.

1. Research presentation
2. Click to Green