This article retraces the conference “Can UX save the planet?” by Michael Dufranne, Senior UX Researcher and Team Lead at Elia, during the third edition of UX-Conf – Human First which was held in Brussels on April 11 2024.
In a world in which resilience is increasingly important, industries are turning to innovative solutions to adapt to the challenges of our energy systems. Recently, Michael Dufranne, Senior UX researcher and team lead at Elia, the operator of the electricity transmission system in Belgium, participated in UX-Conf Belgium as a keynote speaker.
During his presentation, Michael explained how user experience (UX) principles can play a central role not only in improving services, but also in the transition to a more sustainable future. Elia's intervention highlighted the transformative power of UX to address the challenges faced by both energy suppliers and consumers.
Understanding Elia
Before discussing the role of UX, it is essential to understand Elia's position in the energy landscape. As a transmission network operator, Elia facilitates the circulation of electricity between the different stakeholders – companies, distribution network operators, producers and consumers. This means providing them with the tools and infrastructure needed to ensure a stable and efficient grid, especially during challenging scenarios like low wind or solar power generation.
The UX imperative
Elia's journey to putting UX first began with recognizing the need to be customer-centric in a rapidly evolving market. With the support of forward-thinking individuals within the organization, Elia embarked on a mission to improve its customer portal, realizing that an intuitive user interface could empower users and streamline operations .
Empowering consumers
One of Elia's key UX revelations was the paradigm shift of empowering consumers to become players in the electricity market. By flipping the script of traditional centralized systems, Elia sought to create a more dynamic and user-focused approach to energy production and consumption. However, this shift has come with its share of challenges, including the need to navigate complex regulatory frameworks and address user concerns around revenue generation and taxation.
The UX solution
Elia's UX team tackled these challenges head-on, employing a comprehensive UX approach that encompasses everything from product canvases to user personas. Creating real-time price signals, allowing users to make informed decisions about energy consumption and production, was at the heart of their strategy. This initiative culminated in a three-day hackathon, during which innovative solutions were designed to improve user experience and promote sustainability.
The explosion of UX
What started as a modest initiative with just two people dedicated to UX has grown into a full-fledged UX team comprising over thirty professionals. Elia's commitment to UX is not just words, as a structured roadmap has been put in place to integrate UX principles into all aspects of the organization. This includes the creation of a “UX chapter” and the integration of UX designers into product teams, ensuring that user-centricity remains at the forefront of Elia's operations.
Conclusion
Elia's speech highlights the transformative potential of UX in promoting sustainability and innovation in the energy sector. By adopting a user-centric mindset and leveraging UX principles, organizations like Elia can not only improve their services, but also catalyze meaningful change towards a more sustainable future. As we face the challenges of climate change and the energy transition, the lessons learned from Elia's journey provide a beacon of hope, illustrating the power of Design Thinking to shape brighter tomorrows.
Find the article in English here!
Théo Blondel, Business Manager at UX-Republic
