CX-centric design

Case Study  |  Southern California Edison

The Challenge

SCE had long offered a rebate to its customers for buying an electric vehicle, but the program wasn’t living up to their expectations. The root of the problem was a flawed customer experience—the application microsite was hard to find and the site content was even harder to understand.

When SCE announced an update to the program, my team saw an opportunity to electrify a whole new audience—both in their attitudes and their choice of vehicle. After all, shouldn’t free money be exciting?

The original application portal was dense and overwhelming.

Solutions

I analyzed the existing microsite to identify content and experience gaps, and used the learnings to create a content proposal that would serve as a launching-off point for our UX, copy, and design team members.

Creating a clear hierarchy of user needs allowed us to build an intuitive and useful page.

As we fine-tuned the design, we took care to optimize the copy to ensure the page grabbed a top spot in search results.

Soon, we arrived at a solution that celebrated the benefits of the program, quickly addressed common questions, and delivered it all in a slick, attractive design.

The final design delivers a lot of information in a way that is easy to understand.

Results

The landing page has been a huge success, inspiring thousands of SoCal residents to switch to electric vehicles. Our clients were so delighted with the response, they promptly asked us to redesign the entire electric vehicle section of SCE’s primary website.

EV adoption in Southern California is higher than anywhere else in the country, and it’s thrilling to know that we helped to drive the clean energy revolution.