Inspire Clean Energy / Growth · Climate tech
Making clean energy a rewarding choice for more households.
Increase in subscription conversion
Approximate cost per acquisition
To launch with an external rewards platform
01 / The challenge
Research showed that about 61% of our target personas did not know they could switch to clean energy. The industry was difficult to understand, and acquisition costs were high.
Our existing customers were primarily motivated by savings. Our aspirational audience was more digitally confident and motivated by climate impact. The experience needed to speak to both.
02 / Strategy
I led research and brainstorming workshops with the team and stakeholders. We aligned on a rewards program that could motivate both savings-conscious and climate-conscious households.
Engineering capacity then became a constraint: the internal team could not implement the experience for up to six months. I worked closely with Sales and Marketing as we pivoted to an external rewards platform.
03 / Design & delivery
The platform provided a working rewards system, but limited customization. I negotiated the essential changes that gave the designs more flexibility and room to scale, then explored visual directions for both advocates and the people they referred.
We launched within weeks, analyzed the initial performance, and combined successful patterns and design elements into a subsequent version.
04 / Impact
The rewards program helped lower cost per acquisition from approximately $350 to $50 and increase subscription conversion by 280%. The work connected a business acquisition challenge with a clearer incentive to choose clean energy.