Anna Kløve Thystrup

Improving green business strategy in Andel App

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By

Anna Thystrup

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Andel is Denmark’s largest energy and fibre-optic group with a strong focus on the green transition. As part of this project, our brief was to explore how Andel could make CO₂ consumption and their sustainable initiatives more accessible and motivating for customers. Rather than delivering a final design, the goal was to identify opportunities and…

A better onboarding

An initial questionnaire can provide insights into users’ habits while introducing Andel’s green initiatives. This creates a more personal start and gives users a clear foundation for understanding their role in the green transition.

Personalized push notifications

We recommended tailored push notifications adapted to each user’s needs and routines. This makes green choices more relevant in everyday life and strengthens the relationship between Andel and its customers.

Clarity in the app

To make CO₂ consumption easier to understand, we suggested more intuitive visualizations in the app. This gives users a clear overview of their impact and makes it easier to act greener.

Improving green business strategy in Andel App

To understand Andel’s customers and their relationship with green energy, we combined qualitative research with service design methods. We conducted six in-depth interviews with existing users, which were analyzed through affinity mapping to identify recurring themes, motivations, and barriers.

Personas

Based on the interviews, we developed three personas that represented distinct user types:

  • Peter: Highly climate-conscious, keeps up with news, and values sustainability but also seeks affordable solutions.
  • Mette: Focused on financial stability yet motivated to make greener choices when they are practical and cost-effective.
  • Birgitte: Prefers stability and routine, and only considers change when it offers clear financial benefits.

These personas helped us empathize with different customer mindsets and ensured that our recommendations addressed both environmental engagement and practical needs.

User Journey Mapping

To further explore how these personas interact with Andel’s services, we created “as-is” user journeys for each of them. This allowed us to visualize their touchpoints, frustrations, and opportunities for improvement. For example, Peter needed more advanced insights to act on his strong climate motivation, while Birgitte required simpler, more accessible communication that highlighted cost savings.

By combining personas with user journeys, we could pinpoint specific opportunities to make CO₂ consumption and green initiatives more understandable, motivating, and aligned with each customer’s everyday life.