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GSummit SF 2014 - Power Plants vs. Saving Energy: Changing behavior in a low engagement environment by Wayne Lin @wane1024


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GSummit SF 2014 - Power Plants vs. Saving Energy: Changing behavior in a low engagement environment by Wayne Lin @wane1024

  1. 1. Power Plants vs. Saving Energy: Changing Behavior in a Low Engagement Environment GSummit 2014 Wayne Lin, Sr. Director Product Management
  2. 2. We have an energy problem
  3. 3. What if we didn’t use all that energy?
  4. 4. Why isn’t this working?
  5. 5. So what can we do?
  6. 6. Opower: A big data customer engagement platform for the world’s leading utilities Working with 93 utilities in 8 countries to engage 32 million homes 500 Oployees Washington DC | San Francisco Tokyo | Singapore | London Big data customer engagement platform
  7. 7. Data + Behavioral Science vs. Power Plants
  8. 8. Energy usage data Reads/Year 12 Reads/Year 35,0003000x MORE DATA
  9. 9. Many different approaches to meeting demand Levelized costs of electricity resource options
  10. 10. The price of power skyrockets at peak times $300 $250 $200 $150 $100 $50 $0 $/MWh 2A M 4A M 6A M 8A M 10A M 12P M 2P M 4P M 6P M 8P M 10P M 12A M PJM Day-Ahead, Wholesale Electricity Prices 1100INCREASE (from lowest point)
  11. 11. Power Plant
  12. 12. Improve customer relationships Sustained energy savings Peak demand reduction (demand response) Opower Customer Engagement
  13. 13. Behavioral Energy Efficiency & Demand Response email IVR SMS mail email
  14. 14. $203/kW-yr
  15. 15. $25/kW-yr
  16. 16. NOx CO2 CO SO2 VOC s
  17. 17. Zero Emissions
  18. 18. 20-40% Efficiency
  19. 19. 100% Efficiency Rapid pre-event communication
  20. 20. Significant reduction at peak
  21. 21. Sustained energy savings 2008 2009 2010 2011 2012 Today 4.2 TWh 9 GWh 53 GWh 204 GWh 773 GWh 1.9 TWh $470M in consumer bill savings 2.9M tons of CO2 abated
  22. 22. Delighted utility customers 55% 64% 73% 62% 72% 76% My utility wants to help me save money My utility wants to help me reduce my home energy use My utility is a trustworthy source of information on energy efficiency Control Opower recipients
  23. 23. Data + Behavioral Science Wins!
  24. 24. 1. Get my attention 2. Help me make a decision 3. Help me follow through with an action When to use behavioral science?
  25. 25. 1. Hey designer, get my attention (I dare you)
  26. 26. Social norming We don’t like to be out of the norm.
  27. 27. Loss Aversion The pain of giving up an object is greater than the joy associated with acquiring it.
  28. 28. Collection/completion We are motivated to complete or correct.
  29. 29. 2. Hey designer, Help me make a decision
  30. 30. Social proof We do things that other people (like us) are doing.
  31. 31. People’s decisions are influenced by how options are presented to them. • Anchoring • Priming • Defaults Choice Architecture
  32. 32. Select your thermostat temperature
  33. 33. Priming We can be influenced by things we see before making a decision.
  34. 34. 3. Hey designer, I want to do this. help me follow through!
  35. 35. Commitments If we commit to a goal, we are more likely to honor it because it’s now part of our self- image.
  36. 36. Plan-making We’re more likely to follow through if we’ve unpacked a plan.
  37. 37. Use social proof Ask users to commit or make a plan Frame options as a loss Apply choice architecture Appeal to collection/completion tendencies When to use behavioral science?