Developing a Customer Mobile Strategy  at American Electric Power Eric J. Davis User Experience Supervisor AEP Interactive...
<ul><li>5.3 million customers </li></ul><ul><li>One of the country's largest investor-owned utilities </li></ul><ul><li>11...
 
 
 
 
Before the mobile site, 13% of all web traffic came from mobile devices during major storms. #AEPMobile @ericdux
Phase One Strategy = Design a Mobile Site for <ul><li>Outage Reporting & Safety </li></ul><ul><li>Contact Us </li></ul><ul...
Outages Pay Bill Usage Service Get  Balance Platform-specific Contact Us #AEPMobile @ericdux
Outages Contact  Us #AEPMobile @ericdux
Designing for Mobile = Designing What is Essential #AEPMobile @ericdux
#AEPMobile @ericdux
#AEPMobile @ericdux
Designing for Mobile = Minimizing Painful Interactions #AEPMobile @ericdux
#AEPMobile @ericdux
#AEPMobile @ericdux
#AEPMobile @ericdux
#AEPMobile @ericdux
AEP mobile customer sites launched  November 21, 2010 #AEPMobile @ericdux
AEP Ohio ice storm, February 1, 2011 #AEPMobile @ericdux
At the peak of the AEP Ohio ice storm, nearly  30% of all web traffic came from mobile devices. #AEPMobile @ericdux
Today more customers report outages through the  mobile channel than the full web. #AEPMobile @ericdux
#AEPMobile @ericdux
#AEPMobile @ericdux
Phase Two Strategy = Design for “Rich” Phones #AEPMobile @ericdux
Usability testing our mobile site #AEPMobile @ericdux
#AEPMobile @ericdux
Report Outage #AEPMobile @ericdux
Current Outages #AEPMobile @ericdux
#AEPMobile @ericdux
Phase Three Strategy = Why Are You Here? #AEPMobile @ericdux
Sample mobile survey 1 out of 10 visits #AEPMobile @ericdux
#AEPMobile @ericdux
Evaluate mobile contact us emails #AEPMobile @ericdux
#AEPMobile @ericdux
Phase Four Strategy = Building Functions Customers Want #AEPMobile @ericdux
Log In Register Account Summary Payment Extension Pay In Person Billing History Pay Bill  (BillMatrix) Energy Usage & Grap...
Wireframes of upcoming web functionality #AEPMobile @ericdux
Future Strategy = Building Functions Customers Want Most Appropriate Solution Rich Mobile Web (HTML5 / CSS3) Responsive & ...
Pay Bill Within Native App #AEPMobile @ericdux
High-Price Event #AEPMobile @ericdux
Take Picture of Safety Hazard and Report Outage #AEPMobile @ericdux
 
[email_address] facebook.com/AEPDigitalLab twitter.com/ericdux ericdux.com linkedin.com/in/ericdux Eric J. Davis User Expe...
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AEP Customer Mobile Strategy: Chartwell Webinar version

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My presentation for the Chartwell Inc. webinar on utility mobile websites, 12/7/2011.

Published in: Business, Technology
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  • So we knew we had a problem, and customers weren’t shy to tell us about it.
  • Don’t try to build all of the functionality at once.
  • For AEP, we clearly wanted to focus on outages first, which was low-hanging fruit. Function is already built.
  • Wireframes of different devices.
  • You must auto-detect. Can’t tell you how many mobile utility web sites I’ve heard of that force you to guess at the mobile URL.
  • In this form, from the full web site, you click a radio button and Continue. The same form on a mobile device would be two taps. Instead, we reduced a click. Extra clicks on mobile *can* result in frustration / affect task completion.
  • Good mobile design provides a link from mobile to full and vice versa.
  • As part of our strategy going forward, we want to add the functions that customers want and that would be valuable to AEP. Two methods for doing this: 1. Study the contact us emails. 2. Mobile survey. We already know from contact us that people want what we can’t yet give them -- outage status. Also, Pay Bill Transfer service Payment extensions
  • As part of our strategy going forward, we want to add the functions that customers want and that would be valuable to AEP. Two methods for doing this: 1. Study the contact us emails. 2. Mobile survey. We already know from contact us that people want what we can’t yet give them -- outage status. Also, Pay Bill Transfer service Payment extensions
  • As part of our strategy going forward, we want to add the functions that customers want and that would be valuable to AEP. Two methods for doing this: 1. Study the contact us emails. 2. Mobile survey. We already know from contact us that people want what we can’t yet give them -- outage status. Also, Pay Bill Transfer service Payment extensions
  • As part of our strategy going forward, we want to add the functions that customers want and that would be valuable to AEP. Two methods for doing this: 1. Study the contact us emails. 2. Mobile survey. We already know from contact us that people want what we can’t yet give them -- outage status. Also, Pay Bill Transfer service Payment extensions
  • AEP Customer Mobile Strategy: Chartwell Webinar version

    1. 1. Developing a Customer Mobile Strategy at American Electric Power Eric J. Davis User Experience Supervisor AEP Interactive Media #AEPMobile @ericdux
    2. 2. <ul><li>5.3 million customers </li></ul><ul><li>One of the country's largest investor-owned utilities </li></ul><ul><li>11 states </li></ul><ul><li>197,500 square miles </li></ul><ul><li>More than 38,000 circuit miles of transmission lines </li></ul><ul><li>More than 215,000 miles of distribution lines </li></ul>#AEPMobile @ericdux
    3. 7. Before the mobile site, 13% of all web traffic came from mobile devices during major storms. #AEPMobile @ericdux
    4. 8. Phase One Strategy = Design a Mobile Site for <ul><li>Outage Reporting & Safety </li></ul><ul><li>Contact Us </li></ul><ul><li>Works on Any Device </li></ul>#AEPMobile @ericdux
    5. 9. Outages Pay Bill Usage Service Get Balance Platform-specific Contact Us #AEPMobile @ericdux
    6. 10. Outages Contact Us #AEPMobile @ericdux
    7. 11. Designing for Mobile = Designing What is Essential #AEPMobile @ericdux
    8. 12. #AEPMobile @ericdux
    9. 13. #AEPMobile @ericdux
    10. 14. Designing for Mobile = Minimizing Painful Interactions #AEPMobile @ericdux
    11. 15. #AEPMobile @ericdux
    12. 16. #AEPMobile @ericdux
    13. 17. #AEPMobile @ericdux
    14. 18. #AEPMobile @ericdux
    15. 19. AEP mobile customer sites launched November 21, 2010 #AEPMobile @ericdux
    16. 20. AEP Ohio ice storm, February 1, 2011 #AEPMobile @ericdux
    17. 21. At the peak of the AEP Ohio ice storm, nearly 30% of all web traffic came from mobile devices. #AEPMobile @ericdux
    18. 22. Today more customers report outages through the mobile channel than the full web. #AEPMobile @ericdux
    19. 23. #AEPMobile @ericdux
    20. 24. #AEPMobile @ericdux
    21. 25. Phase Two Strategy = Design for “Rich” Phones #AEPMobile @ericdux
    22. 26. Usability testing our mobile site #AEPMobile @ericdux
    23. 27. #AEPMobile @ericdux
    24. 28. Report Outage #AEPMobile @ericdux
    25. 29. Current Outages #AEPMobile @ericdux
    26. 30. #AEPMobile @ericdux
    27. 31. Phase Three Strategy = Why Are You Here? #AEPMobile @ericdux
    28. 32. Sample mobile survey 1 out of 10 visits #AEPMobile @ericdux
    29. 33. #AEPMobile @ericdux
    30. 34. Evaluate mobile contact us emails #AEPMobile @ericdux
    31. 35. #AEPMobile @ericdux
    32. 36. Phase Four Strategy = Building Functions Customers Want #AEPMobile @ericdux
    33. 37. Log In Register Account Summary Payment Extension Pay In Person Billing History Pay Bill (BillMatrix) Energy Usage & Graph Outage Status Mobile Plans for 2012 That’s us reaching for the higher fruit. #AEPMobile @ericdux
    34. 38. Wireframes of upcoming web functionality #AEPMobile @ericdux
    35. 39. Future Strategy = Building Functions Customers Want Most Appropriate Solution Rich Mobile Web (HTML5 / CSS3) Responsive & Adaptive Design Native Apps Alerts & Text Messages #AEPMobile @ericdux
    36. 40. Pay Bill Within Native App #AEPMobile @ericdux
    37. 41. High-Price Event #AEPMobile @ericdux
    38. 42. Take Picture of Safety Hazard and Report Outage #AEPMobile @ericdux
    39. 44. [email_address] facebook.com/AEPDigitalLab twitter.com/ericdux ericdux.com linkedin.com/in/ericdux Eric J. Davis User Experience Supervisor AEP Interactive Media #AEPMobile @ericdux

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