Scaling behavior change: Stanford d.school lecture - 15-5-13
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Used these materials for a good session with Banny Banerjee and Baba Shiv's Large Scale Transformations class at the Stanford d.school
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Scaling behavior change: Stanford d.school lecture - 15-5-13
- 1. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE Scaling Behavior Change: Lessons from Opower Rod Morris SVP Marketing and Operations Opower May 15, 2013 – Stanford d.school – ME380 15 May 2013
- 2. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE Who am I? Why am I here? • Run marketing and operations at Opower • Been there a little over 3 years • Built the team that ran most of the consumer field tests at Opower • SaaS and info svcs dude • Stanford MBA ‘02 • First job: Peace
- 3. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE Opower’s mission: Motivate everyone on earth to use less energy
- 4. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
- 5. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE Clean energy mandated on utilities worldwide, and DSM an essential element 5
- 6. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE US$250 million saved
- 7. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
- 8. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
- 9. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
- 10. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE The reptilian brain 1015 May 2013 Hey! You eat 38% more crickets than your neighbors Mmm, crickets
- 11. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1115 May 2013 YOU, designing an MVP The average case: I know what’s most important for this user. Every case: I don’t have space in my brain for this.
- 12. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1215 May 2013 I can just ask customers what will work for them and build that, right? Wrong. YOU, iterating on a product
- 13. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE Tailoring can help reach diverse audiences 1315 May 2013
- 14. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE Utility Systems Tailoring at scale is hard 1415 May 2013 Insight Profile Data & Events Management Content MDMS DW/CIS CMS OMS Unified preferences DRMS Analytics & Insight Engine Normative analytics Energy pattern analysis Data integration and cleansing Targeting Event Services Alerts Scheduled Ad Hoc Segmen- tation Content Mgmt. System Dynamic Rate Engine Mobile framework UI widgets Layout server Web framework Delivery Generation Mail Email IVR SMS Outbound channels $ GridPlatformBusinessLogic Customer Interface APIs
- 15. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE Behavioral science drives all Opower product design 15 » Noted behavioral scientist Robert Cialdini on Opower Advisory Board from inception » Hundreds of A/B field tests of different feature sets, messaging approaches, and program designs » Largest ongoing consumer survey of utility customers in the world after JD Power » Only major UX team dedicated to modifying energy consumption » Largest body of smart meter consumer data studied by any vendor in the world Behavioral science DNA Opower design principles
- 16. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1615 May 2013
- 17. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1715 May 2013 » Why? » Energy just isn’t that interesting 9 minutes
- 18. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1815 May 2013
- 19. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 1915 May 2013
- 20. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 2015 May 2013
- 21. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 2115 May 2013 What works for the change you seek?
- 22. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 2215 May 2013 Applied example for discussion: neighbor rank module
- 23. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE Applied example for discussion: demand response 2315 May 2013
- 24. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE 2415 May 2013 Thanks! E roderick.morris @ opower.com TW @roderickmorris