Energy Smart Behaviors

Purpose and goal:

The project aimed to reduce the load on the electricity grid and promote sustainable behaviors. Through behavioral science and nudging, households were encouraged to reduce their electricity consumption during peak hours, but also the total consumption.

The digital nudges were integrated into the Varbergs Energis app as a nudging layer, where users received personalized and tailored friendly nudges that guided them to effectively reduce power peaks and save electricity. The result was a relative decrease of 6.7%. Expected results and effects:

The primary goal was to reduce the electricity consumption of the target group by 5% during the hours when the spot price is at its highest, compared to the control group that was not exposed to nudging in the app. The result was a relative reduction of 6.7%.

The secondary objective, to reduce the target group´s total consumption by 5% compared to the control group, could not be evaluated due to limited data. Differences between the groups and data restrictions limit clear conclusions about the goals. Approach and implementation:

The project began with a behavioral analysis of the target group to identify behavioral factors that affect the energy consumption of households with the persona "Bara vara". Proposals for personalized nudges were designed and a selection was conceptualized through UX design and behavioral science to be tested.

Smart Nudges was connected with the Varberg Energis consumer app, with the possibility of creating logic and enabling measurement.

The nudges were implemented in the app, adjusted as needed, after which the interaction and consumption data was used for evaluation.