Executive Creative Director
// Research //Service Design //Business Design //Experience Design //Brand Design //New Venture Creation
bp
// Strala Energy
2020—2022
Responsibilities
I led the development of Strala, BP’s consumer-facing renewable energy trading platform aimed at disrupting the energy market. I guided my team in research-driven strategy, early prototyping, and the design of an engaging digital experience that leveraged blockchain technology to enable peer-to-peer energy trading. Over 18 months, we built a cohesive brand identity, including the name, logotype, and visual assets, and delivered a seamless customer experience. I spearheaded user-centric insights through qualitative interviews and market analysis, which informed our strategic direction and design. The MVP trial saw significant success, facilitating over 1 million transactions, achieving £150 in average household savings, and preventing 55 tonnes of carbon emissions annually, ultimately securing BP’s commitment to scaling the platform.
context
Before the Strala project, BP was traditionally known for its role as a major player in the global oil and gas industry, with a strong focus on fossil fuel energy production. Facing increasing pressure to pivot toward more sustainable and environmentally conscious practices, BP aimed to shift its brand image and align with the growing global demand for renewable energy solutions. This project was envisioned as a strategic move to disrupt the consumer energy market, engage customers directly, and demonstrate BP's commitment to innovation and sustainability.
CHallenge
BP wanted to disrupt the consumer energy market by developing a consumer-facing renewable energy trading service and platform and run an initial trial in the UK market.
Solution
Designit created Strala, a new service which allows people to see how much solar energy they produce and use, their savings, and enables them to trade any excess with the Strala community or to the energy grid. It provides personalised tips and guidance on how to be more energy efficient by making changes to daily energy usage behaviours.
Results/impact
During the MVP trial, the Strala service and platform has enabled 1m+ transactions, provided an average of £150 customer savings per household and prevented 55 tonnes of carbon emissions in a year. The UK trial has helped improve the service and deliver convincing evidence to secure the approval of BP’s board of Gas and Low Carbon Energy to scale the platform.
Client Reference
“Sterling was great at helping us work through the design process in a quick, disciplined manner and getting a new digital product out in record time, in a key new market for BP.
Even while operating in an unfamiliar domain, the he and his team at Designit were able to orient themselves fast and to start adding value from the start of our journey growing this new product for BP, with the ultimate aim of accelerating the world’s energy transition to lower carbon.”
Yannis Perrakis, Digital Innovation, BP
Approach, Execution, & Design
Working over 18 months alongside the BP and Wipro team, we:
Generated hypotheses and made early prototypes to test concepts as a foundation for defining the scope of the minimum viable product (MVP).
Built a digital customer experience and its supporting technology platform using emerging blockchain technology, to enable the peer-to-peer trading, from scratch.
Created a new consumer brand and assets to support it (name, logotype, imagery, iconography).
Analog and Digital Style Guide
Mobile Application Design
Comprehensive, Documented Wireframes
User Experience (UX) Flow
Website Design
Key insights
The research foundation included qualitative interviews to understand the future customer point of view on home energy plus analysis across trends, the market, the business, technology and regulations.
-We heard that consumers thought Strala was more about energy than a specific application like mobility.
-We also identified that it was important for people to be part of an inspiring community.
Insights like these helped inform the strategic direction and detailed design.
Across these touchpoints, we made energy data engaging and more accessible at any time for the Strala community, along with tips and support, which has helped address customers’ desire for financial savings as well as the aspiration to be greener.
Outcome
The team delivered:
A new direct-to-customer proposition for BP including the brand.
The design of the trading service, the platform and customer experience.
Monthly communications to participants on the trial.
