Market research and new online presence.
emsTradepoint (EMS) is a wholly owned subsidiary of Transpower and launched NZ’s first carbon trading marketplace in March 2020. Extending on EMS’s successful energy commodity marketplace, the goal is to have an established carbon trading marketplace in operation ahead of the auction process that the Ministry for the Environment has indicated will be introduced in early 2021.
Understanding the market
We kicked things off with market research, which included understanding the Emissions Trading Scheme, reviewing competitor offerings and interviewing key players in the market. This provided valuable insight into the market and understanding the products & features of the marketplace that were likely to resonate with the target audience. The findings were brought together in a series of workshops in collaboration with EMS to create a Lean Canvas for the new marketplace.
“The team at Octave quickly demonstrated their ability to pick up a new industry and immediately added value to our carbon trading exchange. Using tools such as a lean canvas to drive market research they helped shape how we saw our target market.”
Refreshing EMS’s online presence
With the launch of the carbon trading marketplace, EMS took the opportunity to refresh their wider online presence. We kicked off this project by expanding our knowledge from the carbon marketplace research and reviewed EMS’s wider product & service offering. This enabled us to understand how to communicate core messages to their audiences and explore effective design styles that would educate their audience on all their key offerings in a simple, clear way.
EMS’s new online presence was launched alongside the new carbon trading marketplace. We established a clear hierarchy within the site to distinguish between EMS’s wide range of products & services, using themes and illustrations to bring alive somewhat abstract information. Templates were designed to bring consistency to the information architecture of the site providing an easier experience for customers navigating the site.
The site was built on Wagtail, our preferred CMS, which means the new site is now easy for EMS to maintain content and test their messaging as they grow awareness of their offering.
“The result was stunning a website that delivers targeted information to our market in a meaningful way. The really exciting thing for me is that we now realise how much more value we can provide to our customers – all thanks to the innovative folks at Octave.”