Aurora Solar expanded to consumer facing products in 2021. This work included Lead Capture AI, Sales Mode, and an E-Proposal.
To create the best experience for our customers, and the homeowner, we needed to understand more about the solar buyer.
There were two goals in mind for our research. The first was to establish solar buyer personas. We needed to understand the motivations and hesitations to go solar.
Once knowing the motivations, a second goal was to use this research to inform a visual storytelling narrative for homeowner facing products.
Working with the Head of UX Research, we collaborated on a synthesis process, that unearthed four major themes, and eight motivations for going solar.
This research was based on nine moderated interviews, all interviewees had recently purchased solar panels, nationwide.
From our research process, we found four overarching themes emerge.
Cost savings
Environmental impact
Community impact
Energy resilience.
The second goal for our research was to identify the emotional connection between the homeowner, and their journey going solar. The synthesis process identified four key themes, that were translated into visuals. Each tested for perception, and transferred into a story narrative featured in our Proposal product.
A another step take to ensure the narrative was telling the right story and using appropriate imagery, was using a method called 5 second perception tests for quick qualitative feedback.