Design portfolio

Desirability - Feasibility - Viability

Past Clients Include:

Kelogg Design Challenge 2020 | Second Place

Placed 2nd in the Kellogg Design Challenge (KDC), the world’s largest MBA design case competition. Each year, future business leaders come together to apply human-centered design to solve complex, customer-facing business challenges confronting a forward-thinking partner. The 2020 KDC sponsor was Exelon, the largest electric parent company in the United States and an industry leader in energy delivery innovation.

 

“How might we engage with energy customers in urban areas to reduce demand when the grid is overwhelmed?”

 

The Solution

Having an appreciation for the digital divide, I wanted to make sure we designed a solution that was accessible and inclusive - solving for persons of varying socioeconomic status, demographics, and motivations. We understood early on the challenge was just as much an emotional change as it was a behavioral one.

We believed that Exelon needed to move from a transactional relationship to an advisory role. To do so, we measured our design against three main objectives:

Engage. Empower. Educate.

Exelon “Always On”

  1. Dashboard with more human-centric language and useful information personalized of customers

  2. Mid-point check in commination that empowered users to make a change before the end of the month (paper bill, text, app, email, web)

  3. Integration with IoT devices to automatically adjust during peak times

  4. Notify me platform for peak energy with actionable personalized messaging and 3 Ps (Prioritize. Plan. Pass it on.)

  5. Re-imagined rebates program that used common language across programs and rewarded customers for being engaged

Mid-month phone - Final.png
always on.png
 
 
BRoll How Might We Blynergy.gif

The Process

To tackle the prompt, we employed the design thinking process leveraging MURAL as our collaborative tool. Unfamiliar with the energy sector, we started by engaging with the client, Exelon. From interviewing and surveying customers, we developed insights and personas. Synthesizing our findings, we crafted refined “How Might We's” to design our solution. To ensure feasibility and viability, we checked with industry experts and looped back with customers to evaluate effectiveness.

 
Rewards - Final.png

As a first year MMM student, I was excited to dive into the design thinking methodology in response to a prompt that sought to solve a challenge that could impact millions. Throughout the process, I really enjoyed speaking with customers and industry experts, synthesizing information, and then designing solutions.

One of my biggest takeaways is that solutions must be comprehensive yet communicated simply – what motivates different users, why should they care, how do you get them to change behaviors. We were focused on each component. This focus, our unique blend of synergies and energy, and the fact that we had fun is what I believe made us successful in the end.

Key Contributions

Expert & Customer Interviews | Personas | Solutions | Wireframes

Additional References