Our client, operating in the utilities sector, wanted to know everything—absolutely everything—about the journey a customer undertakes when deciding to install a solar panel system.

We explored each phase of the process, from the initial need to purchase and use. Our goal? To understand not only what drives customers to make this choice but also how they experience every step of the journey, capturing contexts, actions and emotions like a "moving photograph."

We decided to listen directly to the key players: people who had just completed their purchasing journey and could share fresh insights into their user experience. The interviews were conducted by psychologists specialised in laddering techniques, skilled at delving deep to uncover every detail of their journey.

This approach allowed us to redesign all the micro-moments of the customer journey, highlighting the contexts/situations/phases/touchpoints in the process that created “friction,” unmet expectations and their causes, as well as the Wow moments of the experience. In this way, we helped the company optimise processes to make the customer experience smoother.

Customers seek clues of reliability from the very first contact with solar panel providers, appreciating quick and accurate responses. The initial site visit is the pivotal moment: here, the customers assess whether the offer truly meets their needs. An effective consultant listens to customers concerns, addresses their fears and provides concrete support—such as starting with an analysis of their energy bills and consumption. This is the moment when trust is built, laying the foundation for a positive relationship.