project breakdown

While APS provides services for customers across the state of Arizona, research and surveys proved the website to be hurting the customer experience by making it difficult for users to complete key tasks, affecting customer satisfaction.

As part of the APS Customer Experience Improvement initiative, APS wanted to take this opportunity to improve ALL of their customer digital touch points.

This resulted in the project being broken down into three distinct tracks:

APS Public website
APS Transactional (Logged-in state)
APS Mobile Application

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My role

I was one of three UX designers on this project. I was heavily involved in two of the three tracks:

APS Transactional states for Customers & Agencies
APS mobile application

the challenge

Between February and March 2017, the APS’ new customer information system, Customer Care & Billing (CC&B), went live. The new system made a huge negative impact on customer satisfaction and the volume of calls received in the Customer Call Center.

Our interviews with the different users and stakeholders exposed the need for content to be easily findable, regardless of what type of customer you are.

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Customers revealed they need the following to improve overall website satisfaction:

Easy navigation
Provide better transactional processes and responses to user actions
Better log-in process for residential & business customers
Provide better usage data in real-time
Provide clear billing information
Improve notifications to raise account awareness
Efficient management of multiple accounts

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the solution

Redefine the navigation and optimize the customer dashboard to create an experience that support the customer in completing self-service tasks such as Pay bill or Enroll into payment programs.

In addition, it is crucial that all action feedback possibilities is considered to give peace of mind to the user when it comes to their bill.

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Information architecture & navigation

Navigation issues identified during customer interviews:

Difficult to read
Lack of organization of topics
Numerous navigation types
Lack of account notifications
Customers with multiple accounts, it was difficult to switch

With the issues identified during the customer interviews and usability testing, the solution for the redesigned navigation need to address the following questions:

"How can we create a consistent navigation system for residential and business customers?"

"How is information different on the public website versus logged in?"

As we define the new information architecture of the entire APS website, we must account for:

Streamlining the navigation based on user group and needs
Categorize topics and use terminology that is clear and concise
Navigation needs a consistent system while giving the user control

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dashboard

One of the features of the APS website is the account dashboard when the customer logs into their online account. The dashboard should anticipate customer needs by providing valuable bill information and assist them into self-service.

The redesigned dashboard is strategically divided in 2 sections of information: