Eni Gas & Power (2018)

Preference analytics tool to gain customer insight


Overview

Eni Gas & Power is a subsidiary of the Eni Company, one of the largest industrial companies in the world headquartered in Rome, Italy.

As part of the Eni Gas & Power Genius campaign, TrueChoice developed a web application to help Eni customers understand different energy solutions and direct them to related products.

The application prompted users to rate their preferences across an array of options, calculating what products would fit individual user’s needs. Data from user input would be analyzed and reported back to Eni so the company could better tailor themselves to meet consumer demand.

Design requirements

  • User interface design had to fit the branding of Eni
  • User experience had to be intuitive and engaging in order to avoid survey fatigue
  • Application had to be responsive so one application could be accessed across any device
  • Application had to be embedded in client’s website
  • Both English and Italian had to be supported
  • The application would be broken into three parts
      • A splash page
      • Survey pages using various widgets to collect user imput
      • A recommended product page telling the user which energy solution best fits their needs

    User scenarios

    Spontaneous Planned A Planned B Planned C

    Spontaneous visits to the Eni Gas & Power website to learn more information from the website.


    Desire comes from a need for research on power and gas solutions and offerings.

    User receives email invitation from Eni linking to the tool directly.

    User becomes exposed to the tool via Eni promotional material; billboards, TV ads and other marketing materials.

    User accesses the tool after seeing a friend post about their results via social media.

    User personas

    Person #1 Person #2 Person #3
    Name & Job Anna, Renter Marco, Home Owner Alessandro, Landlord
    Age group 18-24 y.o. 25-45 y.o. 45-65 y.o.
    Motivation and benefits of product usage

    Wanted to save money on her gas bill, but didn't make it a high priority.

    First time home owner who was setting up his gas and power. Is a returning Eni customer. An environment cautious person wanting to explore green friendly options.

    Renting out his property and wanted to give tenant prospects and idea of what the gas and power bill may be.
    Way to product

    Saw friend's posting on social media that relayed her results of playing the app.

    Was exposed to the app via an email blast sent from Eni to his inbox.

    Saw a billboard promoting the app while driving.
    Digital literacy

    High

    Middle

    Low

    Final design

    Results and impact

    The final application, titled “La Tua Offerta Ideale” (“Your Ideal Offer”) launched on the Eni Gas and Power website as part of the company's Genius campaign.

    Within the first three months, the app was viewed over 80,000 times with a completion of 32%. Potential Eni customers recieved tailored energy plans for their buildings so they could make informed decisions having complete transparency of prices and offerings.

    Eni Genius billboard in Italy promoting the line of apps

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