AEP Enterprise Website Redesign
ease-of-use after 6 mo. +25.5%
improvement 2 weeks post +19.2%
y-o-y Ease-of-Use +18.1
Led a cross-functional UX and product design team of five through AEP’s 1.5-year redesign of seven customer-facing websites, which launched successfully during the pandemic. Oversaw the company’s largest usability study to date, using quantitative, qualitative, and real-time analytics to validate designs and drive ongoing improvements. Created AEP’s first enterprise design system to streamline development, eliminate redundancies, and deliver a cohesive, scalable user experience across all operating companies. Focused on optimizing critical user tasks—account management, bill payment, outage reporting, service transfers, and payment assistance—through iterative testing and strong cross-functional collaboration.
What CUSTOMERS Are Saying
“This website is MUCH MORE USER FRIENDLY than your last one!! I can finally pay online easily! Thanks!”
— PSO CUSTOMER
“Excellent new site design. Everything is easy to find. Excellent choice of font and text size.”
— APCO CUSTOMER
“Easy to use. Quickly reset password with clear instructions.”
— KENTUCKY POWER CUSTOMER
“I can navigate your site and easily find whatever information I need. It’s a very nice and relaxing site to use.”