How can Genesis drive innovation in the energy market?
Understanding the market
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Client Empathy
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Product strategy
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Ideation
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Prototype
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Test
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Understanding the market 〰️ Client Empathy 〰️ Product strategy 〰️ Ideation 〰️ Prototype 〰️ Test 〰️
Client
Genesis
Year
Nov 2022- Apr 2023
Role
Strategy Researcher - Product designer
Background:
The energy market in New Zealand is always changing. To stay ahead, our company must engage in market research and interact with customers to pinpoint the most sought-after innovative solutions. Implementing these solutions will position Genesis for a competitive advantage in the times ahead.
To find ideas, find problems. To find problems, talk to people.
Market Scan
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Customer interviews
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Ideation session
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Customer feedback
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Ranking
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Recommendation
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Market Scan 〰️ Customer interviews 〰️ Ideation session 〰️ Customer feedback 〰️ Ranking 〰️ Recommendation 〰️
I applied the "Jobs to be Done” framework developed by Clayton Christensen, a Harvard Business School professor. After identifying the customers' challenges and goals, I concentrated on finding creative solutions to assist them. After the first round of interviews, I have fascinating findings, all our customers were talking about:
Carbon cost efficiency :
Customers understand that reduced usage leads to lower costs and emissions
Customers required support and guidelines from energy providers to reduce their carbon footprint
Sustainability & partnership :
Customers still view Genesis as an expert and a reliable sustainability partner.
They firmly believe that we should be their go-to contact for innovative solutions, energy trends, and government funding.
Certain companies are interested in forming partnerships to ensure long-term energy stability.
Uniqueness :
Customers have varying preferences and needs due to their distinct usage patterns. Solutions have to be tailored to the customer
They are hesitant to grant Genesis control over switching their energy use on and off.
Simplicity and flexibility:
They are severely understaffed, and even in large companies, they are too preoccupied to monitor energy consumption closely.
Business solutions should be straightforward and easily accessible.
With the market evolving, flexibility in pricing is now essential.
Interviews
Participants
20+
16
Innovation is like a coffee on a Monday morning
Market Scan
〰️
Customer interviews
〰️
Ideation session
〰️
Customer feedback
〰️
Ranking
〰️
Recommendation
〰️
Market Scan 〰️ Customer interviews 〰️ Ideation session 〰️ Customer feedback 〰️ Ranking 〰️ Recommendation 〰️
I must ensure that our ideas meet the following criteria:
Novelty: Innovative products should bring something new to the table.
User-Centric: Solutions should cater to customer needs or challenges.
Market Impact: Products should have the potential to shake up or influence the market.
Positive Social Impact: Ideas should have the capacity to create a positive change in the world, like reducing carbon emissions.
Feasibility: Implementable with a favourable return on investment.
Two Ideation workshops - and even more meetings
with thirteen Experts - from various backgrounds contributing their knowledge in sales, finance, strategy, sustainability, product development, and technical aspects
Later…. I identified themes for our future products
Themes:
Educating about carbon emissions
Utilizing rich data analytics to offer valuable insights
Using Corporate PPA service agreements as an investment tool
Enhancing Energy Network Stability.
From my research, I developed eight innovative concepts to be tested with customers. Here is a preview of one:
Drone Scan program
Empowering customers with data and providing the ability to make improvements leading to long-term savings
How it Works:
Genesis uses a drone with a thermal camera to capture thermal images of roof and facade sections in commercial buildings and industrial sites. By analyzing differences in thermal images between the interior and exterior, Genesis staff can identify areas with heat leaks, signalling potential energy efficiency upgrades. This method can also be used during warmer seasons to detect differences indicating air leakage.
After testing all ideas with customers and having company employees evaluate them for visibility, the ideas were then ranked. Following this process, I suggested two of the most lucrative ideas that held promise for innovation and market disruption.
One of these ideas is currently at the service blueprint stage with the Previously Unavailable Agency. Given my expertise in understanding customer needs, I am also participating in discussions as a customer voice advocate.
*Due to confidentiality rules, not all products and their validation details can be displayed here.
