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RACV Energy Discovery- Ph1
Organisation: Home & Energy, RACV
Project type: Discovery Research, Codesign Workshop, Ideation, Concept testing
The challenge
Supporting RACV’s energy ambition to own the home energy relationship with relevant and integrated whole of home propositions and solutions, I established a research program to:
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explore how a holistic future state proposition could be constructed so that it resonates with members and customers alike.
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define “What does RACV want to be known for in the Cleaner Energy space”.
Research approach
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Desktop review of previous research conducted by RACV and external research reports, together with a Landscape Review of a range of organisations playing in the home and energy space
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Website browsing behaviour review, member product holdings
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Stakeholder interviews to capture insights and future directions
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Codesign workshop with 10 customers to uncover how a holistic home and energy proposition could be constructed
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Design of product pathways, narratives, wireframes for testing
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Customer testing with 13 homeowners, thematic analysis, insights
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Created insights and recommendations to inform next steps
Key learnings
Deep understanding of the home and energy connections, and that RACV is a natural fit due to its brand, trust and existing presence in the home arena. The concept of ‘meeting people where they are’, ‘multiple solutions’, and ‘pathways’ is key to the delivery of home-energy propositions. Another key learning was that people were already electrifying their homes, without being aware of 'electrification' as a growing trend.
My role
Led a team of two to conduct the desktop review. Worked with key delivery team to establish a cross-sell dashboard to understand website browsing behaviours. Conducted stakeholder interviews and co-design workshop with customers to uncover uncover how a holistic home and energy proposition could be constructed. Designed product pathways, narratives and wireframes for testing. Conducted concept testing with 13 home-owners, created insights and recommendations for next steps.
Impact on the business
The insights and recommendations from this work led to Phase 2 of the Energy Discovery project which involved a pivot towards Electrification as a corporate strategy and key activities to support its strategy development and quantification of the market and identification of attitudinal segments.