SouthErn California Edison

Southern California Edison (SCE) is a leading electric utility company, serving millions of customers in Southern California. To improve customer satisfaction and engagement, SCE decided to enhance the user experience for the “My Account” section on their website, aiming to streamline user interactions, increase accessibility, and provide a seamless self-service experience for their customers. After speaking with the client, we also took this opportunity to workshop the SCE mobile app.

The Client

Tools

  • Product Design

  • UX Design

  • UI Design

  • User Research

  • Wireframing

  • Prototyping

  • Sketch

  • Figma

  • Notion

  • Jiro

SCE (Southern California Edison)

My Role

Team Members

UX Designer: Cayce Cooter

Art Director: Juniper Bower

Creative Director: Liz Cordingley

Product Strategy: Nikky Gary, Ayma Rahman

Overview

Challenge

Our primary goal was to redesign the My Account userflow on the SCE website, focusing on improving usability, accessibility, and overall user satisfaction. The project aimed to simplify the account management process, enhance personalization, and ensure a consistent experience across various devices and platforms.

Solution

  • We focused on the hierarchy in both the typography and in the UI of each screen within the user flow.

  • We provided several rounds of internal and clients reviews of updated visuals for the graphs.

  • In each iteration, we made sure to show a responsive look at each module in it’s unique treatment.

Project goals

  • Simplify User’s access through the account management process by heightening the hierarchy in UI & in the typography.

  • Update the visuals, especially the graphs, so as to enhance the feel of personalization.

  • Ensure a consistent experience across various devices and platforms by iterating and testing solutions before final prototyping.

Research Strategy

Research and Discovery:

  1. Discovery: Received data from the client: interviews with SCE customers to understand their pain points, preferences, and expectations while using the My Account portal. Conducted a thorough discovery phase covering desktop/mobile and the SCE app.

  2. Competitive Analysis: Evaluated My Account features of other utility companies and analyzed best practices in the industry.

See the full competitive research within the Figma document

Iterations & Development

Our biggest challenges:

  1. Complexity: The existing My Account portal was cluttered and overwhelming for users, especially those not familiar with online account management.

  2. Accessibility: Ensuring accessibility for all users, including those with disabilities, was a priority.

  3. Mobile Responsiveness: The userflow needed to be optimized for various devices, particularly smartphones and tablets.

  1. Improved User Engagement: The redesigned “My Account” userflow led to increased user engagement, with more customers actively managing their accounts online.

  2. Reduced Customer Support Queries: The intuitive interface and accessible design resulted in a decrease in customer support queries related to account management issues.

  3. Positive User Feedback: Received positive feedback from users, appreciating the ease of use and the personalized experience offered by the new My Account portal.

  4. Increased Mobile Usage: The mobile-optimized design encouraged more users to access the My Account portal via smartphones and tablets, reflecting changing user behaviors.

Outcomes

-

Outcomes -

Conclusion

The redesign of the “My Account” userflow on the SCE website significantly enhanced the user experience, simplifying account management, improving accessibility, and increasing overall user satisfaction. By prioritizing user needs and leveraging modern design principles, SCE successfully transformed its digital platform into a user-friendly, accessible, and engaging environment for its customers, fostering a positive relationship between the company and its user base.