Insights Our latest POV on how customer experience drives everything from concept and creative to design and technology Going Green, One Click At A Time Will Payman April 22, 2021 Consumers are more and more concerned about how their lifestyles contribute to producing greenhouse gases. Georgia Natural Gas created GNG’s Greener Life program to allow customers to offset their natural gas usage by buying carbon credits that fund projects like forest management and landfill gas capture in the Southeastern United States. Macquarium was asked to create a digital experience that would allow customers to: Understand what GNG’s Greener Life program is and how it works. Buy GNG’s Greener Life carbon credits when setting up their natural gas service. Add GNG’s Greener Life carbon credits to their existing natural gas account. Macquarium proposed creating a content section within www.gng.com to help explain GNG’s Greener Life program. Leveraging search intent, competitive analysis, and informal surveys, the team researched the kinds of questions customers were asking about similar environmental programs. This helped Macquarium create a content strategy and allowed the creative, copywriting, and UX teams to create an informative and engaging experience. This experience was further enhanced with custom illustrations and animations to help explain the carbon offset concept. Meanwhile, the UX and development team explored the best ways to allow customers to buy GNG’s Greener Life credits when signing up for an account, or to add credits to their existing accounts. New screen flows, wireframes, and user stories were developed and iterated upon. Each part was then coded, tested, and deployed to the website. Customers can now take advantage of adding carbon credits to their Georgia Natural Gas account at https://gng.com/greenerlife/. “We understand that many of our customers want to do their part to limit their impact on the environment,” said Keith Gallagher, director for mass markets at GNG, Georgia’s leading natural gas marketer. “With Greener Life, GNG makes it easy and affordable for customers to make their natural gas use carbon neutral by taking care of purchasing and retiring carbon offsets on their behalf.” “Macquarium is very excited to help Georgia Natural Gas appeal to environmentally focused customers. We reveled in the challenge of explaining how a customer’s carbon footprint can be offset by professionally run environmental projects,” said Don Brazil, VP Client Services Macquarium. “It was a combination of explaining the science of carbon usage and communicating how donations fund the improvements. Our team appreciates the chance to make a positive impact for the environment, customers, and our client.” Macquarium is helping GNG’s customers and the planet. Recent Posts Linking Financial Value to Experience Management Going Green, One Click at a Time The Intent Behind Search The Journey of Journeys: Moving from Mapping to Management The Digital Transformation Opportunity: Turning Products Into Services Archives September 2021 April 2021 January 2021 October 2020 September 2020 August 2020 July 2020 June 2020 January 2020 December 2019 August 2019 May 2019 April 2019 January 2019 November 2018 August 2018 May 2018 April 2018 October 2017 August 2017 July 2017 June 2017 May 2017 April 2017 February 2017 November 2016 August 2016 July 2016 June 2016 May 2016 February 2016 January 2016 October 2015 July 2015 May 2015 April 2015 March 2015 February 2015 January 2015 December 2014 November 2014 October 2014 May 2014 Sign Up To Receive Future Blog Posts Want more articles like these? Sign up to receive future blog posts First Name * Last Name * Email * SEND IT Related Blog Posts Exploring Augmented Reality Use Cases Voice Is Changing Customer Experience. Are You Ready? How To Plan And Run Customer Journey Mapping Workshops © Macquarium, Inc. | 1990 - 2021 | All rights reserved.