Digital transformation for the energy industry
Redesigning Customer Experience (CX) for digital financial inclusion in Brazilian rural areas. A significant percentage of the Brazilian population still lives in a world that is not fully integrated into the digital universe – over 1/4 of the population don’t have access to the internet, and this number reaches up to 50% when talking about rural areas. Still, they want to understand and, more importantly, be part of this universe. With that in mind, we identified the motivations and expectations surrounding Energisa’s Customer Experience when paying energy bills.
The main challenge was to develop a new Customer Experience that facilitated migrating users who pay their bills at the Casas Lotéricas to a digital environment. Casas Lotéricas are lottery kiosks operated by Caixa Econômica, a national bank, and where people can buy lottery tickets and have access to some bank services. To create service design for digital financial inclusion, we focused on creating a platform specifically for a group that has historically been unrepresented in technological innovation.
The main field research findings prompted two design sprint sessions with our multidisciplinary group and members from Energisa, from innovators to top executives. Guiding the development process, we imagined not only a new user journey but also a support system to ensure the consumer would feel empowered to shift their existing behavior to a more streamlined and digital experience.
Build an ecosystem for Energisa’s payment experience with complementary ideas:
NEW BILL | NEW APP | INTERACTIVE TOTEM | CHATBOT | COMMUNICATION CAMPAIGN