From iframe to own platform: how Energiek got a grip on the customer journey

Why a standard onboarding no longer worked

“You then notice that you are stuck with the possibilities of another system,” says Dayo Toirkens, designer at Freshheads. “While onboarding is actually an important moment to build trust and show what you stand for as a brand.” That lack of flexibility wasn't just in the design. Content-wise, Energiek also ran into limits. The company wanted to give customers better explanations, take different situations more into account and create space for personal advice.

Many energy suppliers use the same kind of onboarding. As a result, the registration often looks virtually the same across different providers. For Energiek, that no longer fit the personal and transparent way the company wants to help customers. That is precisely why onboarding became an opportunity to make a difference.

From standard assumptions to real situations

With the new onboarding, Energiek could rebuild the registration process based on the user's need. We designed a flexible onboarding flow that not only collects basic data, but also factors that influence energy consumption. Think of solar panels, electric driving or the size of a household. That level of detail is important. Many price calculations in the energy market are based on averages. But having or not having an electric car and having or not having solar panels means totally different outcomes for identical households. 

“Many standard flows take little account of differences between households,” says Dayo. “While precisely those details are important to help someone make the right choice during the contract selection. That is why we linked the platform to the grid operator's data. Via iDIN, customers can identify themselves securely, after which relevant data, such as consumption and connection type, are automatically retrieved. This means customers have to figure out less themselves and we can make a much more accurate estimate.”

Behind the scenes, the collaboration with Stijn and Anne of Energiek was crucial for the development of the platform. Their knowledge of the market, contract logic and price calculations ensured that choices could be made quickly and aligned directly with practice. Thanks to those short lines of communication, we were able to quickly translate complex issues into a user-friendly onboarding. It was precisely that combination of energy market knowledge and digital expertise that made it possible to develop a platform that not only works smoothly for users, but is also substantively correct.

An onboarding that needs to feel simple, even when it is complex

There are quite a few calculations and choices behind the onboarding. In detailing this, we have shaped the complete UX and interaction design, with the goal of making the complexity invisible to the user. “We wanted to prevent people from feeling like they are filling in a complicated form,” says Dayo. “The onboarding must feel logical and guide them step by step.” You can see that in small choices within the design. Think of clear steps, direct feedback and mobile-friendly verification. Does something go wrong? Then someone immediately gets the option to try again or get in touch.

Personal contact is also part of the onboarding. Instead of a standard chatbot, Energiek chose an integration with WhatsApp. This allows customers to ask a question quickly, without long waiting times or fixed scripts. That fits how Energiek views customer service. Personal contact shouldn't only start after someone has become a customer, but right when they are making that choice.

A platform that moves with how customers actually use it

With the new platform, Energiek also gets more insights. They can now see better where people hesitate or drop off during the contract application. With data from the platform, the company can keep improving the process based on real behavior. “During use, you keep discovering new situations that people run into,” says Dayo. “For example, which information is still missing, where doubt arises or what explanation people need. That is precisely why it is important to be able to keep adjusting an onboarding.”

According to Dayo, the strength is not just in the first version of the platform, but especially in the room to keep developing. “It is actually never finished,” he says. “You keep learning from how people use it. That ensures you can match what customers need step by step.”

An extension of the brand

For Energiek, onboarding is ultimately not just about signing a contract. But primarily as a digital product that supports and reinforces Energiek's brand behavior and story. You can see that in the emphasis on transparency, clear communication and personal support.

Energiek also tries to be more open than many other providers in the details. For example, by being clear about which assumptions are used in calculations and which factors influence the eventual costs. That approach seems to be working.

Room for the future

The new onboarding gives Energiek not only more control over the customer journey of today, but also the flexibility to keep improving that of tomorrow. That is why Energiek is choosing a phased go-live with a select group of users. This leaves room for final improvements and allows any bottlenecks to be discovered early. After that, the platform will be rolled out more broadly and will continue to develop based on how customers use it in practice.