Removing Digital Friction: Customer-Journey Analysis for a Seamless Energy Experience
Turning Energy Solutions into Seamless Customer Experiences
About the client
Our client is a leading energy provider in the Canton of Aargau, Switzerland. The company supplies electricity to municipalities, businesses, and private customers, while actively supporting the energy transition with innovative solutions in renewable energy, photovoltaics, e-mobility, and heating systems.
Smart-home energy solutions are booming - and so is customer confusion. To keep our client’s service the first choice for solar, heat-pump and storage packages, viable interviewed homeowners, mapped their decision journeys and distilled evidence-backed actions that turn complex tech into a friction-free buying experience.
At a Glance
Objective
Reveal make-or-break moments in the purchase journey and sharpen positioning, messaging and UX.
Solution
Homeowner interviews, journey mapping and pain-point analysis produced a prioritized playbook of messaging tweaks, UX fixes and service-flow improvements.
Result
A clear roadmap now clarifies value, streamlines touchpoints and boosts conversions while reinforcing our client’s trusted regional image.
Raiffeisen Capital Management partnered with us to rethink and relaunch their digital presence. The project unfolded in four phases: analysis, concept, implementation, and long-term development.
In Phase 1, we audited their existing site and user data, revealing gaps in the customer journey and high drop-off rates. We complemented this with market and customer research and a technical audit, which uncovered immediate areas for improvement.
Phase 2 focused on turning insights into action. We worked closely with stakeholders to define requirements and develop a fully documented concept - UX click dummies, technical architecture, business logic, and measurable goals. A custom tracking concept and editorial guidelines ensured that both content and performance could be optimized long-term.
During Phase 3, we implemented the new site. One of the biggest challenges was displaying complex financial data - particularly fund information - in a way that’s clear to users yet legally compliant. We solved this with API integrations and developed dynamic visualizations tailored to different user needs.
In Phase 4, we transitioned into continuous improvements, including workshops, optimizations, and new digital features like a Fund Finder. What started as a relaunch became an evolving platform - with real business impact.
Phase 1: Analysis
We conducted a full audit of the existing platform: evaluated user data, identified drop-off points in the customer journey, and uncovered technical and content-related quick wins.
Phase 2: Concept
We developed a concept covering UX design, technical architecture, business logic, tracking setup, and editorial guidelines. The foundation for a measurable, scalable, and content-smart platform was created.
Phase 3: Implementation
We built the new platform with a strong focus on customer needs - designed to be user-friendly for different customer groups, legally compliant, and data driven. Key modules were implemented iteratively, ensuring quality and stakeholder alignment.
Phase 4: Optimization
After launch, we supported the client with enhancements, tracking insights, and continuous improvements. Identifying even more potential for user-centered products lead to several implementation projects in the following months.
Summary
About the project
Targeted interviews uncovered what drives and frustrates homeowners on the path to the clients service. viable distilled these insights into a prioritized playbook of messaging, UX tweaks and service-flow improvements that clarify value, cut friction and boost conversions - keeping our client ahead in a crowded energy-solutions market.
Services provided
Strategic Roadmap
User Interviews
User Profiles & Personas
Customer Experience Mapping
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