Net Zero stories to inspire action: Adopting the User Journey Framework

Real-world journeys to Net Zero

Developed by Innovate UK Business Connect, the User Journey Framework outlines the key stages and considerations involved in adopting solutions, helping organisations to identify challenges, opportunities, and best practices along the way. By mapping diverse experiences against the framework, we can gain a richer understanding of the different pathways organisations can take, shaped by their specific local contexts and objectives.

The following stories, supported by Innovate UK, offer valuable insights into these varied journeys. Each story illustrates real-world applications and lessons learned, demonstrating the breadth of collaborative efforts and experiences advancing our collective Net Zero goals.

1. South Cornelly Local Energy Market

Getting started – Awareness to evaluation

Smart Local Energy Systems (SLES) connect and coordinate local energy assets such as generation, storage, and demand within a defined area to operate in a smarter way using data, automation, and integrated design. By balancing renewable generation with demand in localities, SLES can ease pressures on the national grid and maximise the local advantages of clean energy, including the potential for community ownership. However, the technical complexity of these systems can often hinder widespread adoption. To address this, Challoch Energy have developed a suite of technology and service solutions designed to simplify the deployment of SLES for local authorities and community groups. These solutions target local off-takers, including businesses, public sector bodies and green hydrogen facilities, with competitive Power Purchase Agreements derived from locally owned renewable sources. Additional value is unlocked through the sale of energy into local energy markets, benefitting the broader community.

Making it happen – Trial to integration

Since 2021, Challoch Energy has collaborated with Bridgend County Borough Council and local community leaders in South Cornelly to co-develop an SLES that addresses key local priorities: reducing energy bills, increasing self-sufficiency and creating a positive, lasting legacy for the community. Initial work was supported through funding from the Innovate UK Prospering from the Energy Revolution Challenge and Welsh Government Smart Living climate innovation scheme SBRI, enabling site identification, system design and delivery of the pilot.

In 2025, rooftop solar and battery systems were successfully installed across a quarter of the village, approximately 50 of 200 private homes, by installers NuVision Energy Wales with funding from Ynni Cymru.

Beyond adoption – Diffusion to continuous improvement

Residents now benefit from solar power at less than one-third of the cost of grid electricity, leading to significant savings and a reduction in carbon emissions. Surplus revenue generated from energy payments supports local community projects, while exported energy, controlled by Challoch Energy’s Local Energy Operating System, developed in collaboration with Cardiff University, remains under community ownership by the CIC.

2. Industrial decarbonisation for Northern Ireland

Getting started – Awareness to evaluation

The Industrial Decarbonisation for Northern Ireland (IDNI) initiative sought to support industry in Northern Ireland to reduce energy costs and carbon emissions, while maintaining productivity, using a cluster-based methodology. Many dispersed, energy-intensive industries were identified as lacking access to low-carbon infrastructure and facing high energy costs, which created barriers to decarbonisation.

Since 1990, Northern Ireland’s greenhouse gas emissions have fallen by 31% (National Atmospheric Emissions Inventory). With the region’s first interim target of a 48% reduction by 2030, it was recognised that action was required to address this; collaboration and innovation were essential in overcoming these challenges.

Making it happen – Trial to integration

Led by Invest NI’s Green Economy Development Team, in partnership with Manufacturing Northern Ireland, Mineral Products Association Northern Ireland, Queen’s University Belfast, Ulster University, and the Repowering the Black Country consortium, a cluster-based model was adopted, involving stakeholder workshops and data-driven tools to identify decarbonisation pathways. IDNI engaged more than 220 businesses and 500 participants via 11 council workshops and garnered extensive stakeholder support, including utilities, government, and local councils. The Productivity and Emissions Tool (PET) was introduced to facilitate knowledge sharing, and nine regional industrial clusters were established, involving 54 large energy users and five sectoral clusters in Mineral Products, Food & Drink, General Manufacturing, Materials Handling, and Construction.

Beyond adoption – Diffusion to continuous improvement

IDNI identified potential annual savings of £28 million in energy costs and 65,600 tonnes of CO₂ emissions reductions across the clusters. Businesses accessed tailored energy audits, the PET platform, and the IDNI.eco resource to improve energy visibility and productivity.

3. North East Wales Industrial Decarbonisation Cluster Plan

Getting started – Awareness to evaluation

Industry in the North East Wales region accounts for 15% of the area’s industrial emissions (2018 levels) (National Atmospheric Emissions Inventory 2024). In response, the North East Wales Industrial Decarbonisation Cluster Plan (NEWID) project was initiated to drive the transformation of industry within the region through the development of a strategic industrial decarbonisation plan. Encompassing over 95% of reported industrial emissions in North Wales, the NEWID Cluster Plan aimed to provide a practical demonstration of how regional industrial ambitions could be realised, targeting Net Zero industrial emissions by 2040, with interim emissions reductions between 2030 and 2035.

Making it happen – Trial to integration

Between January and December 2024, NEWID collaborated with local industrial stakeholders to identify and quantify the financial, social, and environmental impacts of specific industrial projects, pathways, and actions. Collaboration with industry across the region was identified as essential to gather accurate data and insights necessary for this assessment, so these organisations worked together as delivery partners, alongside key regional and industrial stakeholders. Net Zero Industry Wales led the project, supported by Wales & West Utilities, SP Energy Networks, Net Zero Energy Systems, Bangor University, and Uniper. The culmination of the project was the development of a Local Industrial Decarbonisation Cluster Plan, which represented a near-comprehensive strategy for industrial decarbonisation in the region.

Beyond adoption – Diffusion to continuous improvement

A collaborative approach enabled the NEWID project to develop a near-comprehensive pathway to industrial decarbonisation across North East Wales. The report has since informed national carbon budgeting and provided data to support future energy planning and business cases for electricity and gas network operators at both transmission and distribution levels.

Key lessons

From these journeys, key lessons have emerged offering practical insights for organisations navigating their own adoption pathways.

• Empowering communities as collaborators – Viewing communities as active partners and collaborators rather than passive stakeholders enhances project outcomes by ensuring solutions are grounded in local needs and perspectives.
• Building trust through cluster facilitation – Cluster facilitation plays a crucial role in fostering trust and developing a shared understanding of low-carbon solution deployment among businesses, councils, government bodies, utilities, and academic partners. This collective engagement supports more coordinated and effective action.
• Strengthening cross-sector collaboration – Effective collaboration, both within the delivery team and with industry partners across places, is fundamental to advancing progress. Building strong relationships across sectors helps to align efforts and unlock practical pathways for decarbonisation.

Ready to accelerate your Net Zero innovation journey?

Exploring these experiences through the lens of the User Journey Framework offers valuable insight into the complexities of the Net Zero transition, while highlighting practical approaches that can inform and inspire future decarbonisation efforts.

To explore more real-world stories and discover how you can utilise the framework to support your journey, join us at our event, ‘Net Zero Adopt & Accelerate: Connecting Local Demand with Innovation’.

If you’re interested in connecting with any of the organisations featured in this article, please get in touch with the programme experts.