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Scaling behavior change: Stanford d.school lecture - 15-5-13
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Scaling behavior change: Stanford d.school lecture - 15-5-13

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Used these materials for a good session with Banny Banerjee and Baba Shiv's Large Scale Transformations class at the Stanford d.school

Used these materials for a good session with Banny Banerjee and Baba Shiv's Large Scale Transformations class at the Stanford d.school

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  • 1. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTEScaling BehaviorChange: Lessons fromOpowerRod MorrisSVP Marketing and OperationsOpowerMay 15, 2013 – Stanford d.school – ME38015 May 2013
  • 2. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE Who am I?Why am Ihere?• Run marketingand operations atOpower• Been there a littleover 3 years• Built the team thatran most of theconsumer fieldtests at Opower• SaaS and infosvcs dude• Stanford MBA ‘02• First job: Peace
  • 3. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTEOpower’s mission: Motivate everyone on earth to use less energy
  • 4. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
  • 5. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTEClean energy mandated on utilitiesworldwide, and DSM an essential element5
  • 6. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTEUS$250 million saved
  • 7. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
  • 8. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
  • 9. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
  • 10. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTEThe reptilian brain1015 May 2013Hey! You eat 38%more crickets thanyour neighborsMmm,crickets
  • 11. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1115 May 2013YOU,designing an MVPThe average case:I know what’s mostimportant for this user.Every case:I don’t have spacein my brain for this.
  • 12. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1215 May 2013I can just askcustomers what willwork for themand build that,right?Wrong.YOU,iterating on a product
  • 13. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTETailoring can help reach diverseaudiences1315 May 2013
  • 14. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTEUtilitySystemsTailoring at scale is hard1415 May 2013InsightProfileData & EventsManagementContentMDMSDW/CISCMSOMSUnifiedpreferencesDRMSAnalytics & Insight EngineNormative analytics Energy pattern analysisDataintegrationandcleansingTargetingEvent ServicesAlerts Scheduled Ad HocSegmen-tationContentMgmt.SystemDynamicRateEngineMobileframeworkUI widgets LayoutserverWebframeworkDeliveryGenerationMail Email IVR SMSOutbound channels$GridPlatformBusinessLogicCustomerInterfaceAPIs
  • 15. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTEBehavioral science drives all Opowerproduct design15» Noted behavioral scientistRobert Cialdini on Opower AdvisoryBoard from inception» Hundreds of A/B field tests ofdifferent feature sets, messagingapproaches, and program designs» Largest ongoing consumersurvey of utility customers in the worldafter JD Power» Only major UX team dedicated tomodifying energy consumption» Largest body of smart meterconsumer data studied by anyvendor in the worldBehavioral science DNA Opower design principles
  • 16. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1615 May 2013
  • 17. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1715 May 2013» Why?» Energy just isn’t that interesting9 minutes
  • 18. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1815 May 2013
  • 19. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1915 May 2013
  • 20. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 2015 May 2013
  • 21. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 2115 May 2013What works for the change you seek?
  • 22. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 2215 May 2013Applied example for discussion:neighbor rank module
  • 23. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTEApplied example for discussion:demand response2315 May 2013
  • 24. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 2415 May 2013Thanks!E roderick.morris @ opower.comTW @roderickmorris