Perspectives - Nuclear Energy 2035
UX design
Client
Enefit - Energy Company
My role
Desk research
User interview
Q/A survey
UX Design
Timeline:
2023 Nov - Dec
Enefit, a leading energy company from Estonia, faces the challenge of transitioning to sustainable energy production in line with Europe's goal to become carbon neutral by 2035. Many people in this demographic hold deep-seated doubts about nuclear energy, influenced by historical incidents such as Chernobyl and Fukushima. Moreover, misconceptions persist that green energy sources, like wind and solar, might lack reliability, be cost-prohibitive, or involve greenwashing. This scepticism complicates efforts to shift public opinion toward sustainable energy solutions, creating a barrier to achieving the company’s and the continent’s carbon neutrality goals.
Problem
To address this scepticism, a strategy was developed that focuses on interactive, data-driven education about the energy trilemma—balancing energy security, environmental sustainability, and equity. This solution presents complex energy choices and their trade-offs in an engaging and understandable format. By visualizing how different energy sources, including nuclear, wind, solar, and oil shale, impact factors such as CO₂ emissions, energy generation, and electricity prices, the tool helps individuals explore the broader implications of their choices. This approach aims to empower users to make more informed decisions that reflect their values and priorities, fostering a more informed public discourse and reducing scepticism around sustainable energy solutions.
Solution
The solution has the potential to significantly shift public perception by making the decision-making process around energy consumption more transparent and accessible. Breaking down complex energy trade-offs encourages a more nuanced understanding of how different energy sources contribute to the overall sustainability goals. This approach could help mitigate concerns about reliability and cost, while also addressing fears of greenwashing, by clearly presenting the benefits and challenges of each energy option. Ultimately, this could lead to greater acceptance and adoption of renewable energy solutions, aiding Enefit and Estonia in meeting their carbon neutrality targets and contributing to a greener future for Europe.
Impact
During our interviews with representatives of Enefit, they told us that most of their users were 60+ years old. So your target audience became people who will be 50-60 years old by the year 2035. During our interviews, people had a lot of interesting opinions about being green and renewable energy. One of the themes that caught my attention was scepticism.
User research/interviews
“Data visualization is key”
"Making the choice should be simple"
“If I'm hungry I won't care about how green I am”
“Promoting green solutions came to feel like a greenwashing”
Survey
When considering renewable energy and scepticism together, nuclear energy often comes to mind. The typical mental image includes large power plants emitting pollutants, a perception largely shaped by historical events like Chernobyl and Fukushima. To better understand public sentiment toward nuclear energy, a survey was conducted. Participants were asked to list their first three thoughts about solar and wind energy, followed by the same exercise for nuclear energy, to capture and analyze the prevailing perceptions and concerns related to each energy source.
Desk research
Based on insights from the surveys, the project explored the history of nuclear energy, tracing its development from its early beginnings to its current technological advancements and environmental concerns. What started as straightforward research became an engaging journey, revealing both the potential benefits and the significant challenges of nuclear power, from its past to its present, and looking toward its future.
Nuclear power has lower lifecycle greenhouse gas emissions compared to solar energy
The energy trilemma
The energy trilemma describes the three main challenges in developing effective energy policies: securing a reliable energy supply, promoting environmental sustainability, and ensuring that energy remains affordable and accessible. Balancing these elements is difficult, as focusing on one can often affect the others. It requires carefully weighing the trade-offs and opportunities to create energy strategies that serve society's needs while addressing geopolitical tensions, environmental issues, and social fairness.
Solution
After analyzing the interviews, surveys, and research, it became clear that people's choices are often shaped by their perspectives. To help individuals better understand the impact of their decisions, the energy trilemma concept was introduced. This approach considers not just the types of energy used—such as wind, solar, oil shale, and nuclear—but also factors like CO2 emissions, total energy production, and electricity costs. By visualizing how different choices influence these elements, the aim is to help people see the broader effects of their decisions in the energy landscape, enabling them to make more informed choices that align with their values and priorities.
Let’s talk
Whether you are interested in working together or just want to find out more, please feel free to reach out. I'd be more than happy to set something up!