Digital Service Design · AI · Energy
Designing Digital Energy Journeys
The challenge
Competing in a deregulated market through better customer experience
The Baltic energy market deregulated, and new challengers like Octopus Energy and Tibber entered the space, armed with digital-first models, transparent pricing, and customer-obsessed design.
Enefit, one of Estonia's largest energy providers, needed to respond. The challenge was not just to keep up but to lead: reduce service costs, reduce churn, and increase customer lifetime value, all through a better digital experience.
The client
Enefit
Enefit is Estonia's leading consumer energy provider, operating across the Baltic region. As the market opened to competition, they turned to service design and AI to reimagine how customers discover, onboard, and manage their energy accounts, treating digital experience as a core strategic asset.
The approach
Three months of qualitative and quantitative discovery
The engagement ran for three months, combining call-center shadowing, stakeholder interviews, and customer journey reviews with quantitative support data analysis. International benchmarks, including how Tibber and Octopus use AI, informed the prototyping direction.
Friction points were surfaced through field observation and statistical persona building. Rapid prototyping with AI tools allowed us to stress-test ideas early and iterate quickly before committing to production-ready designs.
The outcome
A redesigned onboarding flow, dashboard, and segmentation model
Three core friction points were identified: asset-owner education gaps, contract and billing confusion, and unclear energy dashboards. The work produced a new onboarding experience with cleaner information architecture, personalized plan recommendations, and an AI-enabled support layer.
A customer segmentation model was built alongside, enabling Enefit to tailor communication, reduce reactive support volume, and create more proactive digital touchpoints throughout the customer lifecycle.
"Evan demonstrated exceptional professionalism, analytical depth, and creativity while contributing to our product development team. He approached every challenge with curiosity, resilience, and maturity."
From the work
