Customer-focused, behavioral design and research to build better utility programs & tools
Customer-focused, behavioral design and research to build better utility programs & tools
Our focus—energy and utilities
Our focus—energy and utilities
At Popsicle Labs, we specialize in UX research and behavioral science for the energy / utility sector. Using insights from psychology and behavioral economics, we help you shape strategy, meet customer needs, and influence behavior. We don’t just listen to customers — we uncover what they do and why, delivering insights that directly impact your bottom line.
At Popsicle Labs, we specialize in UX research and behavioral science for the energy / utility sector. Using insights from psychology and behavioral economics, we help you shape strategy, meet customer needs, and influence behavior. We don’t just listen to customers — we uncover what they do and why, delivering insights that directly impact your bottom line.
UX Research +
Ask the right questions
Behavioral Science =
Shape human behavior
Human-centered Solutions
Human-centered Solutions
Measure what matters
UX Research +
Ask the right questions
Behavioral Science =
Shape human behavior
Human-centered Solutions
Measure what matters
The Difference We Make
What Sets Us Apart
The Difference We Make
What Sets Us Apart
Behavioral science expertise
Going beyond UX research: We don’t just listen to your customers — we uncover what they do and why.
Behavioral science expertise
Going beyond UX research: We don’t just listen to your customers — we uncover what they do and why.
Deep industry knowledge
We have 2 decades of experience solving CX problems in the utility and energy space (residential, business, and back-of-house).
Deep industry knowledge
We have 2 decades of experience solving CX problems in the utility and energy space (residential, business, and back-of-house).
Deep industry knowledge
We have 2 decades of experience solving CX problems in the utility and energy space (residential, business, and back-of-house).
We focus on the overlap between user needs and business goals and how to impact your bottom line.
Business-oriented approach
We focus on the overlap between user needs and business goals and how to impact your bottom line.
Business-oriented approach
Real world examples
How Can We Help
Boost Program & Plan Participation
From rate adoption to weatherization, or load flex to appliance recycling Focus on the long-term program or rate experience
Boost Program & Plan Participation
From rate adoption to weatherization, or load flex to appliance recycling Focus on the long-term program or rate experience
Accelerate Electrification
Includes EVs, heat pumps, battery storage, induction stoves, and specialty devices Pair with the most cost-effective rate plan
Accelerate Electrification
Includes EVs, heat pumps, battery storage, induction stoves, and specialty devices Pair with the most cost-effective rate plan
Support LMI Customers
Connect with payment assistance, minimize bill shock, avoid missed bill payments Includes a focus on moderate income households
Support LMI Customers
Connect with payment assistance, minimize bill shock, avoid missed bill payments Includes a focus on moderate income households
Drive Customer Satisfaction
Boost one-time ‘set-and-forget’ actions for long-term CSAT and cost reduction Improve JD Power CSAT scores to be above average
Drive Customer Satisfaction
Boost one-time ‘set-and-forget’ actions for long-term CSAT and cost reduction Improve JD Power CSAT scores to be above average
How else can we help you?
Real world examples
How Can We Help
Boost Program & Plan Participation
From rate adoption to weatherization, or load flex to appliance recycling Focus on the long-term program or rate experience
Accelerate Electrification
Includes EVs, heat pumps, battery storage, induction stoves, and specialty devices Pair with the most cost-effective rate plan
Support LMI Customers
Connect with payment assistance, minimize bill shock, avoid missed bill payments Includes a focus on moderate income households
Drive Customer Satisfaction
Boost one-time ‘set-and-forget’ actions for long-term CSAT and cost reduction Improve JD Power CSAT scores to be above average
How else can we help you?
Interested in driving Strategy? Customer satisfaction? Growth? Get in touch.
Where It All Started
About ten years ago in an energy tech startup far, far away…
Josh led product design. Ihno worked in data science - and championed behavioral economics off the side of her desk. Teaming up in design sprints and experiments, they proved the power of blending design and behavioral science to shape user behavior. One merger and a few acquisitions later, they built a UX research team from scratch to decode user needs, mindsets, and decision-making.
In 2025, Josh and Ihno launched Popsicle Labs to help the energy sector drive electrification, load shift, and energy efficiency for residential and business customers. Their mission: Wow customers. Convert insights into growth. Drive behavior change and business impact.
About ten years ago in an energy tech startup far, far away…
Josh led product design. Ihno worked in data science - and championed behavioral economics off the side of her desk. Teaming up in design sprints and experiments, they proved the power of blending design and behavioral science to shape user behavior. One merger and a few acquisitions later, they built a UX research team from scratch to decode user needs, mindsets, and decision-making.
In 2025, Josh and Ihno launched Popsicle Labs to help the energy sector drive electrification, load shift, and energy efficiency for residential and business customers. Their mission: Wow customers. Convert insights into growth. Drive behavior change and business impact.
Ihno Lee-Babineaux, PhD
Co-Founder
Ihno is a behavioral scientist Ph.D. with 10+ years of UX research and consulting experience in the tech industry, utility space, and academia. Previously, she was a postdoctoral researcher at Stanford University and behavioral science consultant for 2 Big Five tech companies.
Josh Caldwell
Co-Founder
Josh is a product design leader who turns complexity into clarity, builds high-performing teams, and blends storytelling with design to drive impact. Fun fact: he holds the record for the longest Segway journey.
Josh is a product design leader who turns complexity into clarity, builds high-performing teams, and blends storytelling with design to drive impact. Fun fact: he holds the record for the longest Segway journey.
But why popsicles?
But why popsicles?
The story behind the name
But why popsicles?
The story behind the name
At The Magic Castle Hotel in LA, there’s a red poolside phone labeled the Popsicle Hotline. Pick it up, and a staff member answers, “Popsicle Hotline.” Place your order, and minutes later, a white-gloved waiter delivers free popsicles on a silver tray. Simple? Yes. But also unforgettable.
This small, playful touch turned a modest, pastel-yellow hotel into one of LA’s top-ranked stays—because moments like these stick with people long after they check out.
Popsicle Labs follows the same philosophy, using research, behavioral science, and a pinch of playful experimentation, to create customer experiences that leave a lasting impact.
At The Magic Castle Hotel in LA, there’s a red poolside phone labeled the Popsicle Hotline. Pick it up, and a staff member answers, “Popsicle Hotline.” Place your order, and minutes later, a white-gloved waiter delivers free popsicles on a silver tray. Simple? Yes. But also unforgettable.
This small, playful touch turned a modest, pastel-yellow hotel into one of LA’s top-ranked stays—because moments like these stick with people long after they check out.
Popsicle Labs follows the same philosophy, using research, behavioral science, and a pinch of playful experimentation, to create customer experiences that leave a lasting impact.