The energy market is a maze. Kleenheat Spark is the guide to home electrification. We sat down with Kleenheat’s Chelsea Gray to unpack how Juicebox turned a complex energy blueprint into an elegant digital map.
What ignited the idea for Kleenheat Spark? Did it feel like embarking on an expedition into unknown territory or a well-planned journey?
The idea for Kleenheat Spark came from a systematic review of the electrification landscape – we knew that Kleenheat’s history in the energy market was valuable, and we wanted a growth area that could take us into new frontiers.
We always had the principles of customer-led design, combined with an agile, iterative research program to direct our course, it was absolutely unknown territory at so many points.
The solar and battery market is complex and fragmented. We think that the learning journey the team went on meant that we were in the best position to clear the path to help customers navigate all the challenges along the way, as we had the same perspective and experiences.
Our strong brand reputation gave us the confidence to enter this space as a trusted guide, which really set the tone for a mission rather than just a project.
When you think back on the early days of the project, what kept the team curious and energised despite the inevitable roadblocks?
I think a driving force for the team was going on the same journey as customers. We could see the roadblocks and we had a clear vision on how we could help solve them. There was a bit of ‘in the beginner’s mind, there are many possibilities’ – as we were learning so quickly, it gave us freedom to think outside the box and push boundaries, as we didn’t know any better.
This really allowed us to simplify complicated tech for everyday customers, because in many ways, this is who we had been just months before. The seamless digital journey we have created needed to be easy and transparent, and we always tried to come back to the customer viewpoint in everything we did.
The energy market can feel like a complex puzzle. How did Juicebox help turn it into something elegant and clear?
Juicebox brought a really valuable blend of strategic thinking, technical know-how, and creative clarity. They peeled back layers of complexity and focused on what truly matters to customers. It was like they helped us turn a complicated blueprint into an elegant map. Their digital expertise, combined with a solid grasp of our commercial goals, made a huge difference.
What is the secret sauce that transformed Juicebox from being an external vendor into a true extension of your own team?
For me, it’s about true partnership, not just delivering a product but sharing the same vision and being equally invested. Juicebox consistently felt like more than an external agency; they were an extension of our thinking and energy. They listened deeply, challenged assumptions constructively, and adapted fast. That relationship meant we moved quickly, but with confidence.
What elements did Juicebox bring to the table that sparked the most exciting reactions?
Juicebox brought a unique mix of technical agility and can do culture. Knowing that we had a partner that would help us get there, allowed us to free up our thinking to what would be best for the product and customer, rather than worrying about how it would get delivered. We could really push for intuitive, seamless digital experiences because we knew that Juicebox would make it happen.
Kleenheat Spark stands out for its clarity and simplicity. How do you balance making something feel effortless for customers while hiding the complexity behind the scenes?
That's art and science. We knew that customers shouldn’t have to become experts overnight. So clarity was non-negotiable - every feature, every touchpoint, had to feel intuitive. Behind the scenes there is a sophisticated tech ecosystem making that happen quietly.
We also questioned the business model that had been in place in solar and battery forever, and challenged commercial elements that unnecessarily drove complexity.
This combined with Juicebox’s expertise helped make sure the user journey was seamless, while the complex parts stayed out of sight.
Was there a particular feedback or insight from users that made you say, “Ah, this is exactly what we wanted to create”?
We have had some fantastic early feedback from customers which has been amazing. One early customer said “Just shared Spark with some friends, I’m your new biggest fan, takes all the legwork out of a very confusing experience”. We have also been told it is ‘so easy’ and ‘very inviting’.
That sense of empowerment and simplicity captured the essence of what we aimed to do - make renewable energy accessible and approachable.
You’re known for balancing quick wins with long-term strategy. How did that play out with Spark?
We launched with a solid MVP that delivered real value fast, but the platform is built to evolve elegantly over time. So we didn’t have to sacrifice quality for speed, which is always the sweet spot. Juicebox was the perfect partner to work with in this – they were flexible and agile, but also didn’t sacrifice on quality.
If Spark were a living, breathing thing, where would you like to see it grow next?
Next we want everything to happen end-to-end in platform – providing the customer with a logged in experience for all their solar and battery quotes and information.
After that, we’d love to see Spark expand into EV charging and heat pumps - becoming the go-to digital platform for home electrification. It needs to stay ahead of the curve, always anticipating what customers want next, and keeping that clear, simple experience front and center.
Lastly, if you could sum up your Juicebox experience what would it be? Any final words for the people at home?
I’d say partnering with Juicebox felt like having a trusted co-pilot who brings both sharp strategy, technical agility, and creative flair, someone who helps you navigate turbulence with confidence and a clear view ahead, whilst surprising and delighting along the way.
