Placed 3rd (of 31 teams) in the Kellogg Design Challenge 2020 with Exelon.
The Kellogg Design Challenge is the world’s largest MBA design case competition. Each year, they bring together future business leaders to apply human-centered design to solve complex, customer-facing business challenges confronting a forward thinking partner.
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Kellogg Design Challenge Presentation
1. Davey Holmes
Program Management @ Amazon
Environmental Science @ Pomona
Maddy Matthews
Product Management @ IBM
American Studies @ Columbia
Alyssa Marcus
Brand Strategy @ Butterfly
Visual Studies & Consumer Psych @ Penn
Grant George
Logistics @ US Army
Industrial & Labor Relations @ Cornell
Chris Gunther
Strategy Consulting @ AV&Co.
Economics @ Yale
Danielle Rosenberg
People Strategy & Analytics @ Allstate
Psychology & IMC @ Northwestern
1
2. 2
Prompt: How might we engage with
energy customers in urban areas to
reduce demand when the grid is
overwhelmed?
Focused on urban residential
consumers
(use more energy as agroup, more
responsive tobehavior change)
4. 4
We quickly realized
we needed to
motivate a larger
behavior shift to set
ourselves up for
success when the
grid is
overwhelmed.
Half of our ideas
focused on solving for
the “why,” getting at the
root of existing
behaviors, and
determining why they
would be motivated to
adjust their behavior
The other half of our
ideas were more
tactical, directly
addressing the prompt
by answering precisely
“what” the program
would need to entail. A
powerful solution would
be one that merged
both.
6. Power in the palm
of your hand.
• Easy energy visualization
• Smart devices, no up-front costs
• Pay as you go based on usage
• Personalized reduction incentives
6
7. 7
YOUR DAILY
ENERGY GOAL
YOUR CURRENT
USAGE
OK
You have used over 90% of your
target energy for the month. To
reduce usage, try turning your AC
down to 72 degrees from 2 to 4 PM
or activating eco mode.
8. 8
OBSERVATIONS
INSIGHT
HOW MIGHT WE?
IDEA
ADVANTAGES
THANK YOU
Peoplevaluecomfortandconvenienceintheirhomes
Whatpeoplereallywantiscontrolovertheirenergyusage
Howmightwemakepeoplefeelempoweredbytheirenergyinteractions?
VisualizingYourEnergyFootprint:Makeiteducational,concrete,actionable
Simple,buildshabits,achievesrequiredreductions,improvesestimations,strengthensthe
Exelonbrand
ANY
QUESTIONS?
Editor's Notes
Maddy
Maddy
Maddy
Alyssa -As we started to identify solutions, we quickly determined that we needed to motivate a larger behavior shift to set ourselves up for success when the gride is overwhelmed
We quickly determined that an impactful solution would need to identify why consumers should adjust their behavior
We knew we needed a solution that would accomplish both, so we created criteria to measure each idea against
heby speaking our conivate a behavior shift To truly motivate behavior change, we quickly realized our solution would need to work to change behavior, our solution needed to address both the “what” and the “why
