MIRIANA TAFLAGA
Innovation | Design Research

The challenge
 

In Phase 2 of the Energy Discovery project, work continued to:

• Explore the role and options for RACV in supporting customers in their transition journey (i.e. trusted advisor, fulfilment/installation partner, financial solutions)

• Identify and validate solutions for customers' who are open to electrification, so that RACV can resolve their needs and problems​

• Validate the customer segments and market size opportunity for ‘electrification’​

• Test proof of concepts (n4-5) which address identified customer needs and overcome barriers related to switching energy sources or appliances​

 

Research approach

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• Conducted a Desktop & Landscape Review​

• Briefed agency on Electrification market sizing to quantify the total addressable market, identify segments to prioritise, and identify key behavioural and attitudinal markers including what could activate people sooner.

• Prepared and ran 7 ideation sessions with stakeholders and customers

• Created prioritised experimentation roadmap

• Planned and ran two streams of concept testing with hypotheses with prospective customers

  • Stream 1: online tools (10 concepts), and

  • Stream 2: financial solutions (5 concepts)

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Key learnings
 

Stream 1: Participants showed interest in online tools for electrification options. Tools aid decision-making but may delay or accelerate actions based on cost vs savings. Personalized outputs were liked, but participants preferred control over next steps. 

Stream 2: Participants showed interest in financial solutions. Access to finance can speed up decisions, but factors like readiness, budget, and priorities also matter. High costs may lead some to prefer using savings instead.

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My role

Conducted desktop research on the Electrification market and shared insights with project team. Prepared the brief, sought & managed vendor to conduct the quantitative work for Electrification Market Sizing work. Created prototypes for concept testing. Prepared test guide, and recruited participants. Ran a mix of moderated and unmoderated testing for both streams 

(1) online tools (n12), and

(2) financial solutions (n12).​

Synthesised insights, shared back key findings, insights and recommendations for next steps.
 

Impact on the business

The insights and recommendations from this work has informed RACV's Electrification Strategy which is currently being assessed for approval - March 2025. Iterations for online tools are under-development, while continued discussions with financial solution providers still underway. New content hub tested, is planned for release in early May 2025 - Resource hub | Arcline by RACV.