Built for:
Oklahoma Gas & Electric (OG&E)
Corporate Website Modernization and Redesign
Modernizing and transforming Oklahoma Gas & Electric's three public-facing web platforms into a single digital destination.
What I Did:
UX, Visual Design, Digital Strategy
The Problem
Oklahoma Gas & Electric (OG&E) Company is a regulated electric utility company that serves customers in Oklahoma and Arkansas, including 1.5 million people in the Oklahoma City Metropolitan Area.
OGE had three disparate websites servicing customers, the community and investors. The three sites resided on different technology platforms, did not share a cohesive user experience and performed poorly on mobile devices.
The Solution
The path to success was to transform three sites and combine them into a single web platform that offered an improved digital experience for customers and more efficiencies for OGE information technology partners and corporate communications.
My Project Role
UX Lead & Digital Strategist
While with Accenture’s Digital products team, I was the client-facing Lead UX Designer and Digital Strategist for the fast-paced project engagement, overseeing project deliverables and liaising directly with clients.
My Contributions to the Project
Engagement & Research
User Experience (UX) Design
Engagement & Research
User Experience Design
Engagement & Research
User feedback helped guide and heavily informed UX design decisions. Our team was able to collect user feedback via multiple channels and methods.
User-Centered Approach
Stakeholder Engagement & Research Methodologies
Stakeholder Interviews
We interviewed various stakeholder groups including OGE executive team members, IT leaders and marketers to gain wide-ranging feedback and perspectives.
Testing & Surveys
We A/B tested prototype concepts to gauge which designs resonated with stakeholders and offered the most intuitive experience.
Competitive & Comparative Analysis
We looked at best-in-class design systems from across industries to inform our decision making and transactional UX process flows.
Lessons Learned
Features Driven by User Research & Feedback
Create Consistency Across Brands
Research revealed stakeholders wanted a one-stop shop to serve as a consistent and up-to-date resource for best practices. Creating a more holistic experience across AZ brands would require clearly defined guidelines and a foundation for digital governance.
- Simplified modular component driven design to encourage re-use
- Up-to-date examples with components in context
- Best practices and guidelines for design and accessibility
- Downloadable UI kits for rapid prototyping and more consistent UX across digital properties
Clear Guidance and More Efficiency for Marketing
Stakeholders also desired step-by-step omni-channel implementation strategies and resources to find help when needed.
- Robust guidance to quickly build intuitive and accessible digital experiences
- Detailed end-to-end processes for developing omni-channel experiences
- Quick access to components & integrations
- Resources to find the technical SMEs
UX Design
I directed the UX overhaul that unified three fragmented sites into a seamless platform serving 900,000 users, dramatically enhancing bill pay, service requests, outreach, investor relations, and marketing. By optimizing content discoverability and simplifying workflows, I significantly reduced user effort and boosted engagement. Partnering closely with IT, I ensured pixel-perfect, WCAG-compliant designs that delivered flawless, accessible digital experiences.
Launch Summary
Features & Benefits of the New Website
A Design Snapshot
A Cleans and Simplified UI & Experience
User-Centered Approach
Stakeholder Engagement & Research Methodologies
Stakeholder Interviews
We interviewed various stakeholder groups including OGE executive team members, IT leaders and marketers to gain wide-ranging feedback and perspectives.
Testing & Surveys
We tested prototype concepts to gauge which designs resonated with stakeholders and offered the most intuitive experience.
Competitive & Comparative Analysis
We looked at best-in-class design systems from across industries to inform our decision making and transactional UX process flows.
Lessons Learned
Features Driven by User Research & Feedback
Better Customer Experience
Researched showed stakeholders and customers wanted a one-stop shop for services and information that worked better across all devices.
- Consolidate disparate customer experiences into a cohesive digital experience across all devices.
- Improve UX for transactional functions like bill pay, service scheduling and out information.
Less Burden for IT and More Engagement with Investors
IT and marketing desired a single site that was easier to update, while investors wanted a single place for news and information.
- Build a single CMS-based dynamic website, allowing for easier updates
- Deliver content that is engaging, easy-to-digest and SEO-friendly
Launch Summary
Features & Benefits of the New Website
A Design Snapshot
A Cleans and Simplified UI & Experience
Making an Impact with Results
Streamlined Customer Experience
Customers have one-stop shop for services and utility information that works better across desktop and mobile.
- Overhauled and redesigned the websites from scratch to create a modern site grounded in human-centered design
- Created a one-stop shop for bill pay and service interactions
- Injected best practices and guidelines for accessibility and improving the mobile experience
More Efficiency for IT and Investors
IT and marketing got a single site that was easy to update. Investors now have a single place for related news and financial information.
- Created a single CMS-based dynamic website, allowing for easier updates
- Delivered a UI kit for rapid prototyping and consistent UX
- Consolidated investor and corporate governance within the site
- Improved site search functionality
- Improved SEO integration
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