AEP Enterprise Website Redesign

Led the UX and product design for AEP’s redesign of seven customer-facing websites, creating a scalable, reusable design system that streamlined development for 7 operating company site redesigns, reduced redundancies, and ensured a cohesive user experience across all business units.

Focused on key user tasks: account management, bill payment, outage reporting, service transfers, and payment assistance. Conducted multiple usability studies over 18 months to validate designs and optimize customer journeys.

+25.5% improvement in Digital Ease-of-Use scores within six months post-launch.

+19.2% improvement in the first two weeks post-launch.

+18.1-point year-over-year increase in Ease-of-Use scores.

KEY PROJECT NOTES

• Led a cross-functional UX team of five (UX researchers, QA, UX strategist, Sr. UX designer) through a 1.5-year, fully remote redesign of seven customer-facing websites during the pandemic.

• Onboarded senior hires into team processes, brand standards, and project strategy to ensure seamless integration and high performance.

• Presented design concepts and strategic direction to key stakeholders and senior Operating Company leadership.

• Championed team well-being and psychological safety, fostering an environment where collaboration, open feedback, and creativity thrived.

• Oversaw large-scale remote usability studies, including the company’s largest to date, using quantitative and qualitative methods to validate designs.

• Leveraged research insights and real-time analytics to inform design decisions and drive continuous optimization post-launch.

• Advocated for design thinking and UX research practices across Agile teams, strengthening cross-functional alignment.

• Partnered closely with development teams to align on hand-offs, technical constraints, and scalable design components.

• Established AEP’s first enterprise Design System using InVision, driving consistency and efficiency across digital products.