A national energy provider serving 200,000+ customers across multiple regions was preparing to redesign its digital acquisition and plan enrollment experience. With growing competition, rising customer expectations, and multiple new product offerings in flight, the stakes were high.
Before investing further in new bundles, feature sets, and messaging, the team needed clarity.
Which features actually drove adoption and which were adding noise?
Using Heatseeker, the organization moved from internal debate to behavioral proof in days.
The Challenge
At this size, the problem was not a lack of ideas. It was too many.
The energy provider faced:
- Dozens of potential features across pricing, automation, smart home, and sustainability
- Multiple teams influencing acquisition, product, and lifecycle decisions
- Long discovery cycles that slowed execution across regions
With hundreds of thousands of customers and significant acquisition spend on the line, leadership needed confidence fast.
The Solution
Heatseeker enabled rapid, in-market behavioral testing across realistic plan bundles and feature combinations, reflecting how customers actually choose energy providers.
Each experiment isolated a single decision driver such as automation, smart home integration, financial savings, or sustainability so the team could see which features influenced real behavior at scale.
All experiments ran live, with verified behavioral signals returning within days.
Results
Within a single testing cycle, the team:
- Cut low-signal features customers didn’t value as much by 50%+
- Identified which feature clusters lifted intent among key customer segments
- Reduced feature exploration timelines from months to days, or even minutes synthetically
Heatseeker revealed which combinations increased consideration at scale and which benefits diluted impact.
Conclusion
With clear, evidence-backed prioritization, teams aligned quickly across marketing, digital, and product.
Instead of regional debates or roadmap guesswork, the organization unified around one feature hierarchy grounded in behavioral proof.
Today, behavioral feature testing is a prerequisite before launching or updating energy plans, enrollment flows, or acquisition campaigns nationwide.
Heatseeker helped the team move faster, reduce risk, and invest in features customers actually choose.
