How a European utilities company rebuilt a renewal decision around price transparency
A HyperSprint and a round of asynchronous customer testing turned an open question about renewals into a clear, evidenced next iteration — without a line of production code.
Under NDA. Some of the details in this case study are deliberately vague to protect the client’s intellectual property. The approach, the testing and the outcomes are as they happened.
About the client.
A European energy retailer supplying renewable power to households, with a customer-led brand and a renewals journey that matters to its retention. The client’s name is withheld under NDA.
The problem.
The company had an open question about renewals: how should the renewal moment work so customers understand the offer, trust the price and feel ready to act? They wanted a clear, evidenced answer before writing a line of production code.
Our approach.
In the room with the team, testing straight after, and one session to read what came back.
Frame and map
We put the existing renewal journey and everything already known about it in one room, then agreed the question actually worth answering.
Choose the routes
The team generated and selected concept routes — human judgement on what mattered, AI accelerating the exploration around it.
Build the prototypes
Clickable journeys covering dashboard, offer, comparison and renewal, built inside the sprint rather than after it.
Test asynchronously
Eight existing customers worked through the prototype in their own time, thinking aloud, making choices and rating what they saw.
Read it together
The team reviewed the evidence as a group and agreed what it meant — proceed, iterate, combine or stop.
The outcomes.
- The renewal moment itself was validated — customers recognised it, understood the offer and found it interesting.
- A false positive was caught early: understanding the offer did not mean customers were ready to act on it.
- The next iteration was reframed from “renewal offer” to “decision support”, with a clear five-step journey.
- Specific, testable fixes replaced opinion: explain the amount, show usage and settlement, make comparison credible.
- The team owned the conclusion, because they ran the sprint and read the evidence together.
