Art of the Possible

The Scope

Over a two-month time period, we performed a UX audit of Tampa Bay Electric Company. This involved conducting user research, analyzing user behavior and feedback, Heuristic Checks, evaluating the existing user interface design, identifying pain points and areas for improvement, and making recommendations for optimizing the user experience. These specific activities were dependent on the goals and objectives of TECO and influenced the audit directly.

Defining the Problem: Key Findings

Our team of distinguished designers and user experience experts was inserted to do a strict analysis of the current site, themes, and usability.

Getting the best plan and reducing costs

Problem Statement

More than half of customers (66%) said they would prefer all digital communication from Tampa Electric and People’s Gas. These customers are already on paperless billing and have portal accounts. However, some customers (People’s Gas 16%, Tampa Electric 22%) who are on paper bills expressed concern with digital communications (including paperless billing). For example, elderly customers wrote comments expressing their fears of passing away and having their loved ones struggle to pay the bill if they were to go paperless. Others said it was easier to receive a paper bill because they need paper copies of the bills for filing purposes and printing them was a hassle.

Personas

These personas were created to mimic the most common possible users currently subscribed to TECO’s utility line. Along with the four personas presented, we created an additional four to mimic typical billing personalities within the energy sector’s vertical.