AEP Economic development WEBSITE REDESIGN
Led the UX strategy for AEP’s Economic Development website redesign, aligning the experience with the company’s updated brand strategy and visual identity. Partnered closely with internal business units, senior stakeholders, a content strategist, and an external agency to deliver a cohesive, customer-focused solution. The redesign strategically positioned AEP as an industry leader by highlighting regional expertise, key service offerings, and the company’s unique value proposition.
Drove significant user engagement improvements:
PDF downloads ↑ 45.6% YoY
Contact Us form completions ↑ 156% YoY
Location request form completions ↑ 208% YoY
Pages per session ↑ 10%
Bounce rate ↓ 14%
KEY PROJECT NOTES
Redesigned the Economic Development website from the ground up, creating a user-focused experience tailored to this business unit.
Collaborated with key stakeholders and a content strategist to align design decisions with project priorities and business goals.
Developed scalable page templates for the ‘Industry’ and ‘Regions’ sections to streamline content, design, and development workflows.
Directed custom location-based photography to strengthen brand authenticity and visual storytelling.
Coordinated with an external agency partner on development, quality assurance, and implementation.
What the VIPs said after launch…
“I can’t thank you enough for the collaboration between our E&BD and Corp Comm teams on this project! Tawn and Holly have been incredible to work with. I appreciate their expertise, partnership, and focus on producing a high quality product. The feedback so far (from our E&BD team) has been extremely positive! I look forward to continuing our work together on enhancements to the site and on our marketing plans to increase and engage visitors (and business development opportunities).”
— Amy Koscielak
Economic & Business Development Research & Operations Manager
“Congratulations Amy, Tawn and Holly. It looks fabulous and reads with the excitement of a brand with Boundless Energy and opportunity.”
— Teresa McWain
Former Director of Corporate Communications
