ONLINE WORK

Powershop

"How can you take people from 'pay for what you use' to 'buy what you need'?"

When Meridian Energy wanted to launch an alternative online energy retailer in to New Zealand electricity landscape they needed to build a product as well as a brand.

They sought DNA's help to use insights to define how best to build a solution and user experience that would allow customers to relate to the value proposition and their new-found ability to be in control of buying power themselves – both of which were a new 'mental model'.

The Powershop website and application launched in February 2009 with a revolutionary 'Power to the people' message: introducing a completely new and different way of buying and consuming power.

To reflect Powershop's position as it became more established in the market, the website required some adjustments. A redesign in September 2009 toned down the 'revolutionary' message and shifted the focus to Powershop's point of difference from the rest of the electricity crowd - the better service, greater savings and smarter power aspects of the Powershop offering.

How we did this:
Case studies/video of real people using Powershop: A key part of the new website included using customer testimonial videos. There's nothing quite like hearing about a new concept or product from someone who's actually using it.

The idea of "You dont actually have to do anything": To take advantage of Powershop\'s savings, all customers really need to do is switch. We updated a lot of the content in the website to reflect this advantage - making it easier for customers to see what's in it for them.

www.powershop.co.nz

SERVICES USED

• Business & User Analysis
• Online Strategy
• Interaction Design
• Visual Design
• Front-end Development
• Content Creation

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