Launching Eneco's Dynamic Energy Tariff
The Challenge
Eneco wanted a tariff that let households shift their energy use to the hours when renewable power is abundant and cheap. The product had to give people real-time electricity rates and daily gas prices, and it had to appeal to customers who wanted flexibility and a lower footprint, not just a spreadsheet.
I worked at Eneco from November 2022 to September 2024, brought in by the Chief Digital Officer to lead a few high-value digital projects that he used to establish a product-led way of working across the organisation. Eneco Dynamic was the first.
My Approach
I led research, with third-party agencies, into how different segments responded to dynamic pricing and how willing they were to change when they used energy. From that I prototyped the app experience for monitoring prices and planning usage, tested it with real users and iterated until it was intuitive.
With Eneco’s digital leadership I defined the brand positioning for Eneco Dynamic as a forward-thinking, environmentally conscious choice. Working with the in-house design and mobile teams, we shipped a new version of the app that shows customers the cheapest times of day to use energy.
Much of the value was in translating fuzzy requirements into clear design briefs and leading the iteration with teams I guided but did not manage.
Results
Eneco Dynamic launched in September 2023, one of the first dynamic pricing products from a major Dutch energy company, with strong early interest and positive feedback from early adopters. Customers could track prices in the app and move usage to cheaper, greener hours.
Key Outcomes
- Eneco Dynamic launched September 2023
- App experience for real-time price monitoring and planning
- Brand positioning agreed with digital leadership
- A product-led way of working demonstrated on a live launch
