Dominion Energy
How Mobelux Helped Launch BrightSuite’s New Web Presence to Maximize Engagement.
Overview
Dominion Energy serves customers across 18 states as a Richmond-based utility company, looking to expand beyond traditional energy services into the growing smart home and security market.
Key Points
- 18 States reached with new smart home and security offerings
- 3 Distinct Paths created for customer purchasing journeys
- 1 Unified Brand developed to balance innovation with trusted heritage
- Simplified Experience for navigating complex smart home technology
Problem
Too Many Options, Not Enough Clarity
The smart home and home security market continues to grow, bombarding consumers with far too many options. New technology should simplify life – but the overwhelming number of similar-looking and similar-functioning products makes the purchasing process complicated and frustrating.
Dominion Energy recognized an opportunity to leverage their established relationship with customers to offer complementary smart home solutions. However, entering this crowded marketplace required a method that could differentiate them from others while maintaining trust and reliability.
Dominion needed a way to introduce their new BrightSuite services that would educate customers easily and establish a distinct identity that still felt connected to their established brand.
Without a thoughtful approach to this digital experience, they risked confusing customers and diluting their trusted position in the market.
Solution
Making Smart Home Shopping Actually Smart
Mobelux partnered with Dominion Energy to build a marketing website for BrightSuite that would showcase their innovative smart home and security technology while making the customer journey intuitive and engaging.
Choose Your Own Adventure
Recognizing that not all shoppers approach purchases the same way, we created three distinct paths for customers to explore and purchase BrightSuite offerings: Popular Packages for those who want pre-configured solutions, By Experience for those shopping based on lifestyle needs, and Build Your Own for customers who prefer customization.
New but Familiar
We helped define the BrightSuite brand with a distinctive visual approach that gave their new venture its own unique identity without losing its Dominion Energy core. A balanced design language gave BrightSuite room to innovate while showing the trust associated with their parent brand.
Visual Education
Rather than overwhelming customers with technical specs, we focused on educating them through clear and engaging visuals that showed how different BrightSuite plans would integrate into their homes and lives, making the technology approachable and the benefits apparent.
Results
An Effortless Approach to Smart Home Shopping
The partnership between Mobelux and Dominion Energy deployed a digital experience that simplified the complex smart home marketplace while establishing BrightSuite as a natural extension of their trusted energy services.
Easier Decision-Making
By creating multiple pathways through the shopping experience, customers can now approach smart home technology in the way that feels natural to them – whether they prefer ready-made tech or want to customize every detail. This flexibility eliminates the frustration of one-size-fits-all approaches.
Effortless Education
The new web experience now educates customers about BrightSuite offerings without overwhelming them with technical jargon. Visual illustrations show how the technology works in everyday life, and the messaging and design helps customers see the benefits in their own homes – making the value proposition immediately clear.
Brand Extension Without Dilution
The BrightSuite identity carves out its own space in the market while maintaining a connection to Dominion Energy's established brand reputation. This allows the new venture to feel innovative and fresh while benefiting from the trust already present with the parent company.
A Clear Path to Purchase
With focused calls to action and an intuitive user flow, the website guides customers naturally from exploration to decision. This streamlined journey reduces abandonment and hesitation by making each step in the process clear and purposeful.
Takeaway
Bringing Utility to Smart Home Shopping with Thoughtful Design
As a trusted energy provider, Dominion Energy was uniquely positioned to offer smart home and security solutions that complement their existing services. Through our partnership BrightSuite launched with a digital presence that makes selecting and purchasing these products as straightforward as possible.
The BrightSuite experience demonstrates how established companies can successfully venture into adjacent markets by leveraging their existing customer relationships and reputation while creating fresh, engaging experiences tailored to new product categories.
Working with Mobelux, we were able to create a shopping experience that makes innovative smart home technology accessible and understandable for our customers.
