Introducing Ethnographic Practice to a 100-Year-Old Corporation in a Highly Regulated Industry

Abstract

Our work in the Gulf South faces challenges and opportunities. Climate change impacts are severe, yet residents' awareness lags behind the US as a whole. The region encompasses impoverished communities, vibrant urban centers, farms, and a rich culture. To better understand the people of the region and to guide our product strategy, we–on the strategic design team–use ethnographic methods and systems thinking. Organizational skillsets and the pandemic posed obstacles. Ethnographic research shaped a digital tool for low-to-moderate income individuals to access energy assistance. We adopted co-creation, involving stakeholders and considering customers as part of a larger system. The revised process led to a company-wide working group and an Innovation Playbook. We successfully launched a streamlined digital application for energy assistance and backup power solutions for larger customers. We acknowledge frictions as part of the innovation process.