Holaluz, improving by researching what matters to your customers

Holaluz is an electric company different from the others that emerged from the need to do things differently, to change the world. They always had a clear purpose; connecting people with 100% green energy, the only solution to safeguard the planet, personalizing rates for customers and betting on a new decentralized energy model. Today, 12 years after its inception, they continue to grow and transform rooftops into green energy producers for everyone.

Due to the expansion over these years, the company needed a detailed analysis of all phases of the onboarding process to optimize communication and retain new customers.

Knowing oneself to improve

Our work began by creating a team tailored to the client and the project, consisting of:

• 1 Digital Business Consultant
• 1 Head of Experience Research
• 1 Product Owner
• 2 Researchers

The ultimate goal was clear: to help Holaluz deeply understand themselves to detect opportunities, moments of truth, and touchpoints susceptible to improvement.

The self-discovery process went through different stages:

1. Context. In this phase, we sought alignment among stakeholders by drawing a consensual collaboration framework, that is, we laid the groundwork and ensured we were all on the same page. Only by obtaining a snapshot of the context in its complexity and relationships could we improve it.
2. Discovery. We still wanted to know more, so we implemented all the information gathered in complementary studies and reports on how the energy sector works. We thoroughly examined the conversion funnel and gathered more data through research; we conducted twelve in-depth qualitative surveys with clients and former clients of the company, from which we validated the insights obtained with a quantitative analysis composed of more than 1,200 surveys.
3. Interpretation. In this phase, we put ourselves in the user's shoes to know what they want and how they want it. We analyzed all the information, interpreted step by step the entire process new clients go through, and reproduced it in the customer journey as is. After this, we detected the moments of truth, the pain points, and, derived from these, the opportunities for improvement.
4. Ideation. Having all the necessary information, it was time to create, to bring ideas, and to generate tailored solutions. We organized an ideation session with the team dedicated to Holaluz and invited experts from fields such as gamification, social innovation, or venture capital, to incorporate an external vision that would provide new perspectives and enrich the session.
5. Prototyping. From there, an ideal customer journey proposal for Holaluz was born, the forecast of its impact on the business, and the action plan that would make its implementation possible.

Revealing and actionable conclusions

An essential part of the project has been precisely to shed light on the purposes and needs of the company's new customers to provide well-founded decision criteria. Through research, analysis, and ideation, we have helped to understand what the real customer experience of Holaluz was, validating (or not) the existing hypotheses.

Then, beyond the fieldwork, we transformed the insights and friction points detected during the creation of the journey into actionable opportunities.

The result: 458 final ideas, 35 prioritized actions, and 3 actions currently underway.

A team effort that lays the foundation for Holaluz's future research projects, as an example of Best Practices in CX Research within the company.