Defining the Future of Mobile for a Major Energy Retailer - Helium

OVERVIEW

A major energy retailer had a mobile app with strong customer uptake — but no clear direction for where it was going. Fragmented experience, unclear feature priorities and no strategic roadmap meant real value was being left on the table. Omnia was brought in to fix that.

Client Story

Strategy and Priorities:

Define a clear 2+ year mobile roadmap — aligned to business goals and validated by real customers — to guide investment, prioritise features and set the direction for delivery.

Modernize the retail banking experience to retain younger demographics and increase daily app engagement.

Digital Priorities:

Move from an organically grown app to a strategically designed mobile channel — with a reset of the UX, a validated feature backlog and scalable operating practices to sustain it.

Shift from a purely transactional utility to a proactive financial advisory tool.

The Challenge:

A major energy retailer had built an organically growing mobile app with positive customer uptake — but no clear direction for its long-term growth. The experience was fragmented across digital touchpoints, there was limited insight into which features truly mattered to customers, and gaps in acquisition and retention journeys were leaving value unrealised. Without a cohesive roadmap to guide investment and delivery, the business couldn't confidently prioritise or plan. They needed a strategy grounded in real customer evidence — and a clear path forward.

Our Collaboration:

Omnia partnered across product, design and engineering — running experience mapping, customer validation with 30+ real users, feature assessment and executive alignment to produce a strategy and roadmap the whole organisation could deliver against.

We partnered with the bank’s digital and data science teams to design and validate an AI-driven homepage that anticipates user needs and provides tailored financial guidance.

CONTEXT

The Challenge

Strong customer uptake, but no clear direction for long-term growth. The result was a fragmented experience across digital touchpoints, a lack of insight into which features actually mattered, gaps in acquisition and retention journeys, and no cohesive roadmap to guide future investment and delivery. The work needed to deliver more than a roadmap — it needed to embed practices that would sustain the app as a channel rather than treat it as a project.

OUR EXPERTISE

Omnia partnered with the client to create a customer-centred mobile strategy and roadmap that aligned business goals with customer needs — validating every element against real user input before committing to direction.

How we helped

The Solution

Experience mapping

Multi-source pipeline development

Surfaced gaps in customer acquisition, retention and engagement — mapping the full journey to identify where friction was costing the business and where opportunity was being missed.

Built robust data ingestion pipelines connecting cloud platforms, CRM databases and legacy batch systems — standardising ETL/ELT processes across the organisation.

Customer validation

Cloud data warehouse

Co-designed with over 30 real customers to prioritise features and validate the strategy — ensuring every roadmap decision was grounded in direct user input, not assumptions.

Designed and deployed a scalable AWS and Snowflake architecture capable of processing billions of annual transactions — with optimised storage and compute separation for cost efficiency.

Feature validation

Data model harmonisation

Assessed more than 50 feature ideas across desirability, feasibility and business impact — giving the client clear, evidence-based criteria for what to build and what to park.

Developed a high-fidelity mobile prototype featuring predictive ML spending insights, Gen-AI chat support, and dynamic UI modules.

Scalable operating model

Secure data sharing

Introduced hybrid squad structures and operating practices to accelerate velocity, improve code quality and reduce delivery risk — sustaining mobile as a channel, not just a project.

Validated the AI-driven features through extensive qualitative user testing, ensuring the algorithms felt helpful rather than intrusive.

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