Fortum presentation with CTO and senior management after winning Junction 2017 Smart Electricity by Fortum

1. Fortum - The Green Journey
Presented by team Meapu

3. Our solution - Product Vision
● Gamification: Engage customers to create impact to environment
○ Point awarded for positive consumption behavior
■ Impact to environment by gathering points ( ‘Plant a tree’ movement )
● Green Assistant (AI): Provide customer confidence and knowledge
○ Big Data Analytics: Provide customer insights to encourage customers to save
energy
■ Consumption disaggregation
■ Energy Usage Comparison
○ Smart energy consumption recommendations (tips & tricks)

4. App prototype
https://marvelapp.com/ai587e9/screen/35392961

5. ● Data display currently focuses on how much
electricity costs and how to save money
○ Pekka is motivated more by the environmental
impact than possibility of saving couple of bucks
● There is no actions for Pekka to take in the
application
○ Pekka is not engaged and encouraged to use the
application daily (regardless of the usage application
will not change)
● Application does not invoke feelings for Pekka
○ Emotional attachment is important factor when
engaging customers to become active users
Why current solution is not enough for Pekka to get
involved?
No actionsNot revoke
feelings
Not core
motivation

6. User Experience Touchpoint
Engagement
How to engage user inside Fortum app
- Related content + Excitement = Gamification system
- Smooth interaction with Green Assistant: nonintrusive, unannoying,
relevant information
- Green news and planting a tree movement with Fortum -
engagement by emphasizing on Green Impact Co-creation
Download &
Onboard
How to onboard user smoothly
- UX writing for app description in AppStore
and PlayStore
- Smooth onboard: Easy sign in, sign up;
Intuitive and easy to understand main
features
- App Walkthrough
Before
downloading
How to get user attention
- Marketing campaign
- Viral marketing
- Create hype with early adopter
community
Retention
How to keep user coming back
- Lock-screen strategy: right
push notification at the right
time
- Marketing campaign & viral
marketing
However a Mobile App is one way to help us reduce customer
churn rate. We need to create a holistic UX touchpoint.

7. What benefits Fortum receives:
● Actionable insight on energy saving
● Better consumption efficiency
● Customer satisfaction
● Feeling of being part of movement
and your customer?
● Stronger brand as green energy provider
● Increased Customer loyalty
● Opportunities for further service integration

8. Research behind the solution
[1]J. Kelly, W. Knottenbelt, ’Does disaggregated electricity feedback reduce domestic electricity consumption? A
systematic review of the literature’, 2016
[2]Top 10 Challenges for Electric Distribution Utilities, Steven Collier, 2015
[3]CITYOPT - Holistic simulation and optimisation of energy systems in Smart Cities, Janne Huvilinna (HEL), Kristiina Siilin
(HEL), Ha Hoang (VTT), Gabriele Santinelli (EXP), 2014
[4]Jacucci G., Spagnolli A., Gamberini L., Chalambalakis A., Björksog C., Bertoncini M., Torstensson C., Monti P. (2009).
Designing Effective feedback of Electricity Consumption for Mobile User Interfaces. PsychNology Journal, 7(3), 265 – 289.
Retrieved November, 25, 2017 from www.psychnology.org.
[5]Focus on Energy Efficiency Through Power Consumption Disaggregation, Rodrigo M. Bacurau1, Luís F. C. Duarte1 and
Elnatan C. Ferreira1

9. For a cleaner world
Fortum - The Green Journey
tiina@meapu.com
+358 40 196 4941

10. Fortum challenge
● We joined Fortum Challenge at
Junction 2017
● Mission: Designing a compelling service
that motivates users to use on daily
basis to:
○ Consume energy in a smart way by
monitoring disaggregated energy
consumption, moving and scheduling
usage from peak hours to off-peak
hours
○ Engage current customers, prevent
switching energy supplier, transform
customer relationship
○ Empower Pekka and other Fortum
customers by providing them a way to
co-create Green Impact for the
well-being of the Earth with Fortum
Smart Energy
Consumption
Customer
Engagement
Green Impact
Co-creation

11. Fortum loyal customer Pekka
● Pekka has been Fortum’s loyal
customer for long time.
● One of the main reasons Pekka chose
Fortum was for the green energy.
● Pekka loves nature and wants to do
his best to keep the environment
healthy for his child and the
generations after him.
● Fortum can help Pekka to care for
environment

12. What can Fortum achieve even more?
● Demand-Side Management: Fortum App opens up a portal for
provider-consumer relationship in which incentive and agreement
can be made for consumer power consumption
● Internet of Things: Fortum App can integrate with IoT devices,
enabling smart energy consumption of home appliances.
● Consumer generated electricity: Fortum App can be utilized for
control and manage electricity contributed from the user to the grid.

13. Gamification - Point System
● How to earn point:
○ Off-peak - if more than 50% of total energy consumption of user is spent during off-peak hours,
User will gain 2 points
○ Average in neighbor: If the total energy consumption of the day is
■ Lower than the average consumption of the neighborhood, user will gain 2 points
■ Equal to the average consumption of the neighborhood, user will gain 1 points
=> All points reward can be adjusted when more data analysis be done about current situation in
certain area.
● Reward system at 1000 points:
○ To achieve 1000 points mark an engaged user will take approximately 8 to 12 months to achieve.
○ The reward can vary from symbolic means (grow a tree - a campaign can be done once a year by
fortum) or financial means (voucher, coupon)

14. Gamification - Green task
1. Database of green tasks
a. 3 tasks a week
2. Phase 1: Randomize and Data point collection
a. User provides most used devices for disaggregation algorithm and receive points
from that task
3. Phase 2: Suggested based on user data
a. Segmentation: Same households complete this task frequently , but not Pekka =>
Suggest this task to Pekka.
b. Based on data disaggregation: Prioritize tasks that are related to the category of
electrical appliance that has the highest share of total consumption of the
household.

15. Green Assistant
● Engagement by RECOMMENDATION
○ Serving as personal assistant:
■ Prompt tips and tricks for smart energy consumption:
● From Fortum / energy experts
● From community (social connection) tips & tricks
■ Off-peak moving
■ Consumption device optimization from disaggregation
■ Consumption forecast
■ Real-time recommendation: data privacy consent
● Push notification for retention

16. What it does:
- Publish important news on Mobile App about Fortum CSR activities as well as
important announcement concerning green policy & acts around the world.
Why it is important :
- Fortum customers choose the company because of its green product & policy.
- Fortum has been very active in CSR area, yet the news has been mostly
published on the company’s website.
By include Green News segment in the mobile portal:
- Increase the exposure of CSR & Sustainable activities from Fortum to its
existing users
- Encourage & motivate users to improve energy saving activities by being an
example
- Increase customer trust & loyalty
Green News - Engagement

21. Introduction about Us

22. Team

23. Questions for Fortum

24. How we would develop this solution?
Road map picture
Lean method + Design thinking + Criticism
Hypothesis, Customer interviews, MVP, Customer testing, data analysis,
etc.

25. Phase 1
● Find highly adoptive user in target market
○ Hypothesize engagement practises
■ Product vision
● Conduct Customer development on target user
○ Interviews
○ What is real challenge
● Create user persona
● Set goal of engagement -> MVP Requirements
● Create MVPs targeting selected personas
● Validate BMC and engagement goal
Required from Fortum:

26. Phase 2 Scale holistic engagement Campaign
● Define Product Requirements and outreach channels
● Define customer journey
● Set target segment and engagement pipeline (early adopters to
evangelists)
● Define Value Proposition and localization
● Create evangelist community
● Product launch