How Trustpower used personas and pattern matching to create a truly customer-centric website

Remaining competitive is often the toughest, and most important, challenge for long-running businesses.

From humble beginnings as the first power station in Tauranga, in 1915, Trustpower has come a long way; today, it’s the only company in New Zealand to supply both energy and telecommunications services. Yet, in 2011, the organisation’s General Manager Commercial Operations, Chris O’Hara, realised that a refresh of Trustpower’s website was long overdue.

For Wayne Ramshaw, Trustpower’s Digital Channel Manager, the implications of the rebuild were clear: “We’d been relying on two separate brochure sites, which were barely more than a list of phone numbers and services that we offered. We realised we were falling behind our competitors in both the energy and telecommunications sectors and owed it to our customers to provide a better service. For us, it wasn’t so much a rebuild, as a fresh start”.