From huh? to aha! Making real-time pricing make sense
Most people don’t think about electricity—unless the lights go out or the bill spikes. Hourly Pricing was designed to change that, offering customers lower rates 90% of the time while easing strain on the grid. But the program’s value was buried under confusing branding, a clunky enrollment process, and inefficient marketing that drove up acquisition costs.
My solution
I overhauled the customer journey—from renaming and simplifying enrollment to refining marketing strategy—all while navigating the complexities of a regulated utility environment.
Rebranding the program – Changed the name from the clunky “ComEd Residential Real Time Pricing Program” to ComEd Hourly Pricing for better clarity.
Targeting the right audience – Used GIS and zip code demographic data to refine marketing outreach, reducing wasted effort.
A/B testing marketing materials – Measured effectiveness of different messages and eliminated tactics with low ROI, optimizing customer acquisition efforts.
Clarifying communication – Redesigned complex energy price graphs into simpler, more intuitive visuals to help customers understand how the program benefits them.
Simplifying enrollment – Designed a mobile-friendly interface with fewer steps, making it easier to sign up.
The result
Simplified branding, enrollment, and communications led to greater customer engagement and awareness.
Pilot marketing test reduced customer acquisition costs by 75%, proving a more cost-effective approach to enrollment.
Program enrollment grew by 40% in one year after refining the branding and outreach strategy.
The best programs fail if they’re too complex for customers to engage with. By simplifying the customer journey, eliminating friction, and focusing on key user segments, I helped transform an overlooked utility program into an accessible, scalable, and high-growth initiative.