Case Study
Defining the Future of Mobile for a Major Energy Retailer
The Challenge
A major energy retailer had built an organically growing mobile app, with positive uptake from customers.
However, there was no clear direction for its long-term growth, resulting in:
Fragmented customer experience across digital touchpoints
Lack of insight into which features truly mattered for customers
Gaps in acquisition and retention journeys, leaving value on the table
Absence of a cohesive roadmap to guide future investment and delivery.
Our Expertise
We partnered with the organisation to create a customer-centred mobile strategy and roadmap that aligned business goals with customer needs.
The Solution
Experience mapping
Surfaced gaps in customer acquisition, retention, and engagement.
Customer validation
Co-designed with over 30 real customers to prioritise features and validate the strategy.Feature validation
Assessed more than 50 feature ideas for desirability, feasibility, and business impact.Executive alignment
Defined a 2+ year horizon, starting with a 12-month plan to “reset the experience,” uplift the UI, and establish a new design language.Embedded collaboration
Worked alongside product, design, and engineering teams to build ownership and ensure strategy translated to delivery.Scalable operating model
Introduced practices and squad models to accelerate velocity, improve code quality, and reduce delivery risk.The Impact
Customer-backed strategy — direct input from 30+ customers shaped the roadmap and ensured features met real expectations.
Feature confidence — 50+ features validated, providing clarity on what to build and what to park.
Clear direction — a strategic roadmap set the vision for the next 2+ years, aligning executives and delivery teams.
Immediate impact — a reset of the app’s design and experience to address immediate friction points.
Scalable model — hybrid squad and operating practices designed to sustain mobile as a channel, not just a project.
Ripple effect — the approach extended to two additional digital products, embedding human-centred design practices more broadly.
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