// UX Design, Web Design
Con Edison Website Redesign
Website redesign for Con Edison — improving the digital self-service experience for one of New York's largest utility providers serving over 3 million customers.
// OVERVIEW
Con Edison serves over 3 million customers across New York City and Westchester County. The conEd.com website is a critical self-service channel handling everything from bill payment and outage reporting to energy efficiency program enrollment. This redesign focused on reducing friction in the most common customer tasks and bringing the digital experience in line with modern utility UX standards.
// THE CHALLENGE
The existing site had accumulated years of feature additions without a coherent information architecture strategy. Key customer tasks — starting/stopping service, reporting outages, understanding bills — were buried under layers of navigation. High call center volume for tasks that should have been self-service indicated the digital channel was failing to resolve customer needs.
// PROCESS
TASK ANALYSIS
Analyzed call center data and web analytics to identify the top 10 customer tasks driving the highest volume. Mapped current task completion paths and measured the number of steps required for each.
INFORMATION ARCHITECTURE
Restructured the navigation around customer goals rather than company org structure. Consolidated fragmented utility management tasks into a unified account dashboard experience.
VISUAL REDESIGN
Developed a clean, accessible visual system meeting WCAG AA standards — critical for a public utility serving a diverse population including elderly users and users with disabilities.
VALIDATION
Conducted moderated usability testing with 12 representative customers across residential and commercial segments. Measured task completion rates and time-on-task before and after redesign.
// OUTCOME
The redesigned experience reduced average task completion time for the top 5 customer journeys and improved self-service resolution rates. The new information architecture made the most common tasks reachable in significantly fewer clicks from the homepage.
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