︎



DESIGN CHALLENGE

Partnered with Consolidated Edison of New York (ConEdison), ThinkEco launched Smart AC program providing their technology and a rewards platform to manage New York City’s largest summer energy hog: the room air conditioner. Participating households usually have multiple room AC units, meaning the potential load control opportunity is large. The platform needed to engage and create a vibrant community of program participants committed to reduce energy usage.
Client: ThinkEco, Consolidated Edison New York
Year: 2017
Role: Art Direction, UX design, UI design
Design Director: Simone Simin Li
Illustrator: Kevin Kim
Skills: UX Design, UI Design, Branding
Tool Used: Photoshop, Illustrator, Zeplin

DESIGN APPROACH

THE RESULT

During the design process, we studied how to implement gamification strategies to boost engagement and performance.

  • 94% Customer Satisfaction

  • 50% reduction in opt out rate

  • 30% sign ups driven by rewards

01. Avoid the Sign-In Wall

02.& Add in “Referral” Section on The Home Page

We deleted the registration page that was causing people to abandon the site before learning about the program perks they can get by participating. Instead, we created a login section on top of the home page.

03. Create News Feed

People who attended the program are mostly based on our targeted communities in New York neighborhoods. To create conversations and better engage people in those communities, we created news feed where customers can find the latest contests; share local news about the program on their social accounts, and learn about other people’s performances in the program.

  04. Gamification and Rewards Design to Enhance User Engagement
  • Rewards are effective behavior motivation tool when customers are informed about their protential goals and oppotunities (how much they can earn, what they can redeem etc.) We used illustrations on the homepage that demonstrated the system rules to earn rewards. Surprise pop-ups displayed users with their current status and additional earning tips.

  • Streaks, badges and points were designed to help users commit to saving activities, and reminders that their targets were not achieved yet.

  • Designed neighbourhoods maps to show energy consumption comparisons for saving events to create competition and better engage users. 
Copyright Simone Simin Li, 2018. All rights reserved.