A Dutch energy supplier wanted to attract more new customers directly through its own website, thereby reducing its dependence on price comparison websites. However, the existing platform was insufficiently aligned with this commercial ambition. Various customer processes overlapped, conversion opportunities were missed, and technical constraints made it difficult to implement improvements quickly. A clear product vision that connected commercial objectives, user needs, and technology was lacking.

The challenge

The energy supplier faced the challenge of developing its own website into a fully-fledged acquisition channel. The platform served both new and existing customers, causing acquisition and contract renewals to become entangled. Unclear navigation and marketing messaging without effective calls-to-action made it unnecessarily difficult for visitors to sign up for an energy contract.

In addition, relatively minor adjustments required significant development capacity, meaning commercial improvements were implemented slowly. The client described the situation themselves as 'a product without a plan'. The challenge was therefore not only to increase conversion rates, but above all to establish a clear connection between commercial ambitions, the digital customer journey, and the underlying technology.

The solution

Koodin is helping the energy supplier redesign the digital platform around one central objective: attracting more new customers directly through its own website. In doing so, the desired customer journey serves as the starting point for the product strategy and technological choices.

The approach begins with analyzing the customer journey and identifying bottlenecks in navigation, conversion, and user experience. Based on this, improvements are defined that more easily guide visitors from initial exploration to signing up for an energy contract.

At the same time, research is being conducted into how the technical architecture can be made more flexible, allowing commercial adjustments to be realized faster and with less development effort. A clear product vision and roadmap connect commercial objectives with the ongoing development of the platform. This creates a cohesive approach in which business, user experience, and technology reinforce one another.

The results

With this approach, the energy supplier is working toward a digital platform that actively contributes to commercial growth. By aligning the customer journey more effectively with new customer acquisition, it creates the opportunity to convert more visitors directly into customers and reduce reliance on price comparison websites.

A more flexible technical architecture should ensure that improvements can be implemented faster, without every adjustment requiring an extensive development process. At the same time, the product vision provides clearer direction for future investments and priorities.

The intended result is a future-proof digital platform that gives the energy supplier greater control over acquisition, conversion, and product development.