Renewable Energy Enrollment

Removing Friction from Renewable Energy Adoption.

Situation

An energy provider launched a renewable energy program, but adoption lagged.

At the time, renewable options increased monthly bills and required customers to invest significant effort to understand costs, benefits, and enrollment.

Approach

My team designed a user research study to uncover customer perceptions of renewable energy, trust in the utility’s role, and barriers within the marketing and enrollment experience.

Using the client’s existing segmentation and propensity models, we recruited participants across relevant customer groups.

We deployed a hybrid research model: some participants completed moderated tasks and video responses on a research platform, while others participated in live Zoom interviews using the same discussion guide and evaluation criteria.

We analyzed the combined data to identify behavioral barriers, trust gaps, and clarity failures across the experience—and translated findings into prioritized recommendations for marketing, digital, and customer support teams.