Some details
The challenge: how best to engage? EDF, a national leader in the gas and electricity market, caters to homes and businesses of all sizes throughout the UK. To engage this broad customer base, the company’s business and marketing team had been sending out a regular newsletter as a means of circulating dynamic content and keeping people up-to-date on the organization',s latest activities.
The problem was they had little
idea what was happening to it after distribution and were therefore unable to generate the kind of insights they desired. Recognising more needed to be done to understand – and, perhaps more importantly, engage with – its customers, EDF began searching for a digital partner with whom to work on a solution. Following due diligence, it committed to hedgehog lab.As our Lead Designer David Miller explained: “All content was being shared through EDF’s official magazine in PDF format. The company, though, was finding it difficult to determine ‘who was opening the document? Who was reading it, which sections were being read the most, Which was being looked into further and which tended to generate leads? The ultimate aim was to raise engagement, EDF wanted to keep communication levels consistent, rather than simply reaching out to customers during renewal periods.”
Design Sprint: Creating a platform to solve the ‘engagement’ problem
Having been briefed on the problem, our design team launched a design sprint aimed at generating ideas for a robust platform that would serve the company’s needs.