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Neoenergia Website Unification Strategy Research | Neoenergia - 2023
Category Project
Research; Strategy Direction; Foresight
Date
2023
My Activities
• Understanding - Briefing
• Research Planning
• Desk Research - Contextual scenarios; Consumer behavior; And technological trends; Data collection and analysis;
• Benchmarking
• Future Trend Analysis
• Creative strategic direction Research
Client
Neoenergia - Neoenergia by NTT DATA
Research | Strategy Direction
Neoenergia Group, one of the leading energy companies in Brazil, faced significant challenges in its digital presence, impacting both user experience and brand perception. These challenges unfolded across three key areas:
1. Engagement fragmentation: Multiple portals offering disjointed experiences.
2. Information Gaps: Users struggling to find accurate and relevant data.
3. Lack of clear brand positioning: Undermining public perception and weakening the connection to the company’s core values.
These issues highlighted an urgent need for a strategic digital overhaul, designed to centralize Neoenergia’s efforts into a cohesive experience that aligns with user needs and reinforces the brand’s purpose.
Challenge
Facing these obstacles, the UX team at NTT DATA proposed a unified channel solution. However, the client initially resisted, unable to perceive the immediate value of the presented approach. To overcome this setback, we were brought in to conduct research and craft a strategic direction that clearly demonstrated the benefits of this transformation.
Opportunity
The unification of Neoenergia's digital channels presents a unique opportunity to:
• Strengthen Neoenergia's brand positioning.
• Align with contemporary trends.
• Simplify the user journey.
• Seamlessly integrate ESG and innovation.
Applied Methodology: Desk Research with Benchmarking and Future Trends.
Solution
We delivered a strategic report that showcased the value of the proposed change, connecting data, trends, and insights to market context while highlighting the enhanced experience designed by the UX team.
Results and Impact
We achieved stronger client buy-in: The research and redesign of the proposal convinced Neoenergia Group to move forward with the project, recognizing the advantages of a unified, modern portal.
Positive Impact:
• Improved public perception of the brand.
• Increased digital engagement.
• Alignment with contemporary branding practices and digital sustainability.
