An end-to-end B2B2C product case study solving dynamic EV charging adoption: featuring market research, regulatory data analysis, prioritized roadmap trade-offs, and an interactive prototype.
Flexy's utility-facing case study: what it does for your customers, your program, and your rollout.
A full coded phone-frame prototype covering the entire MVP flow: discovering Flexy through a ComEd email, installing it, connecting a ComEd account, an intro carousel, connecting an EV (brand selection → manufacturer login → permissions, matching how Smartcar-style integrations actually work), setting charging preferences, and the live Price & Cost and Smart Charging dashboards.
This is a full interactive click-dummy. Open it full-screen for the real experience on your phone.
Flexy for Utilities - your team's operator dashboard, tracking enrollment, aggregated flexible capacity, dispatch reliability, consumer savings, and cost-avoided reporting.
This is the operator dashboard your team would use. Open it full-screen for the real experience on your phone.
Why Illinois, why now, and where Flexy sits against Tibber, Octopus, Ohme, Optiwatt and WeaveGrid.
Four personas, JTBD statements, and synthetic interviews with a cross-persona synthesis.
ICE-prioritized Now/Next/Later, with the reasoning behind every score.
A full interactive click-dummy, from onboarding through the smart charging dashboard.
Why a white-label layer, sized against the US utility population, and where Flexy sits against Optiwatt, WeaveGrid and Jedlix.
ICE-prioritized Now/Next/Later - the build-out your customers would see first.
The coded operator dashboard your team would use to run and measure the program.
Flexy is not a utility and doesn't replace yours. It's a companion app your utility can offer alongside your existing account: it shows what electricity costs right now, in plain terms, and shifts your EV charging into the cheapest hours automatically. You keep your existing utility account and rate plan - Flexy just makes the dynamic-pricing part usable day to day.
Flexy isn't a utility and doesn't compete with yours. It's a white-label plug-in layer you hand to your own customers (B2B2C), the same model Optiwatt and WeaveGrid already run with US utilities. ComEd/Illinois is Flexy's first pilot market - the closest US equivalent to Octopus Agile in the UK or Tibber in the Nordics: a dynamic tariff with real potential to benefit enrolled customers, if they have a way to act on it. Flexy is built to be handed to any utility running a comparable dynamic or TOU rate, not only ComEd.
Sized tightly to the ComEd pilot rather than a speculative national number, using ComEd's and the Illinois Commerce Commission's own filings where possible.
ComEd residential customers in Northern Illinois - the full addressable base if Flexy were offered to every ComEd household.1
Residential customers already on ComEd's Hourly (Real-Time) Pricing program as of 2023 - the segment already living with a dynamic tariff, before the mandatory 2026 Time-of-Use rollout expands this pool.2
Of ComEd residential customers currently on a dynamic rate - roughly the realistic early-adopter slice for a first-year pilot cohort within that program.3
Flexy's paying customer in this model is the utility, not the household - so this is sized by utility count, not resident count, using EIA and SEPA data.
US electric utilities nationwide - the full population Flexy's white-label model could in principle serve.1
US investor-owned utilities, serving ~72% of US electricity customers - large enough to run a program like ComEd's, and the closest fit to Flexy's B2B2C model.1
Pilot utility partnerships targeted in year one, following the ComEd model, before expanding to additional dynamic-rate utilities.3
| Company | Model | Gap Flexy targets |
|---|---|---|
| Tibber (EU) | Retail energy supplier + app | Is the utility, not a plug-in; Flexy can't and doesn't try to be a supplier |
| Octopus / Kraken (UK) | Retail supplier, auto-scheduled EV charging | Same as above; supplier-owned, not partner-distributed |
| Ohme (UK) | Hardware + app, cross-supplier | EV charging only, no price/consumption layer |
| Jedlix (NL) | B2B2C, partners with automakers/utilities | Closest business-model match, but EV charging only |
| Optiwatt (US) | Utility white-label, EV + HVAC scheduling | Closest direct US competitor; no combined price + consumption view |
| WeaveGrid (US) | Utility-partnered managed EV charging | Very close to Flexy's model; EV-focused only |
| Emporia (US) | Hardware + app, consumption + scheduling | Requires buying hardware; not utility-distributed |
| Span / Sense (US) | Premium smart panel hardware | Sense is pivoting to utility-licensed software, validating Flexy's model |
No single US player currently combines live dynamic-price visibility, real-time consumption, and hardware-agnostic EV charging in one utility-distributed layer. That combination is Flexy's bet.
No single US vendor currently combines live dynamic-price visibility, real-time consumption, and hardware-agnostic EV charging in one white-label layer - Optiwatt and WeaveGrid are the closest peer set, and both are EV-only. That gap is Flexy's pitch to you.
Price & Cost view: yesterday / today / tomorrow / monthly / annual
Real-time consumption view (standard residential load profile for MVP)
Smart EV charging against the live ComEd tariff
"I plug in when I get home. I don't have time to think about electricity prices."
Charge his EV at the lowest possible cost without thinking about pricing himself.
Smart EV charging, Custom settings mode
"I don't want to gamble on a new rate plan and end up paying more."
A clear before/after comparison based on her real usage before switching rate plans.
Price & Cost view with Time-of-Use comparison toggle
"Checking prices feels like a part-time job."
Automatic EV charging plus clear usage visibility, without manual price-watching.
Smart EV charging (Max Savings) + informational consumption view
"Coordinating two cars' charging schedules around one price feed is like a logistics puzzle we didn't sign up for."
Sequence and optimize two EVs against live pricing without manual coordination.
Smart EV charging with multiple vehicles and per-vehicle preferences
All four personas were interviewed with the same 7-question guide (AI-generated, in-character, grounded strictly in each persona's brief and real ComEd/Illinois data, explicitly flagged as synthetic, not real user data). Three cross-cutting themes emerged and directly shaped the roadmap:
Every persona who liked EV automation still wanted visibility into why a decision was made, not a black box.
Users are anxious about the car not being ready. Readiness had to outrank maximum savings by default.
Highest-pain personas would pay directly; others only if ComEd bundles it for free. This validated the B2B2C model.
The two EV charging modes originally differed by whether a deadline existed at all. That was wrong: every persona interview showed a household always knows when it needs the car. I corrected both modes to require a ready-by time, and redefined the real difference as depth of configuration, full manual control (Custom settings) versus minimal input with sensible defaults (Max savings), validated directly against Marcus and Jenna & Sam (who wanted control) versus Devon (who explicitly wanted the opposite).
A polished demo and a shippable product are different things. A few gaps commonly named by AI-prototyping practitioners, applied honestly to Flexy:
prototype.html (2,000+ lines) without an independent review pass.For anyone interested in documents on product development, platform and technical integration, go-to-market, or product analytics, get in touch.