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Abstract When studying smart grids experiments, much scholarly attention is directed at the household level. This article argues for the importance to look "further upstream" by studying the development and design phase of such interventions. The article focusses on the development of two smart grid projects in the Netherlands. Using a set of qualitative research approaches the article investigates and maps the diversity of actors that are typically involved in smart grid projects. Three themes are identified that play a central role in the design of smart energy interventions. Given the type of actors prominent in the design, this article finds that current smart energy interventions are designed based on decisions favouring technological default, certain sticky user-assumptions, and automated control. The discussion covers some implications of the prominence of these particular actors in smart grid projects, and the supply-side biased design that it engenders. Highlights • We identify a diversity of established and emerging actors involved in current smart grid projects. • Technological goals, interests and understandings will likely be prioritized if design is in the hands of established actors. • Incumbent energy sector actors see household demand flexibility as a techno-economic question, requiring techno-economic solutions. • The importance of automation for household energy management relates strongly to the presence of commercial interests that will operate it. • Based on our fieldwork, we provide recommendations to mitigate some of the risks associated with these findings. [ABSTRACT FROM AUTHOR]