I led the creative direction for APS’s digital ecosystem, redesigning how Arizona’s largest electric utility serves and connects with over 1.3 million homes and businesses. The work modernized the customer experience, improved key self-service transactions, and established a scalable design system to support the organization’s digital future.
APS needed to create a more intuitive, consistent, and trustworthy digital experience across its entire platform. Millions of transactions were failing each year, and 80% of call center activity could have been resolved online with clearer information and better self-service tools. The goal was to streamline high-impact tasks like bill payment and service requests, reduce customer frustration, and build long-term trust by making APS’s digital touchpoints easier to use, more reliable, and more engaging.
Instead of designing pages in isolation, we built systems of reusable components and patterns that could be applied across all digital platforms. This approach provided clarity for designers and developers alike, creating a shared language and making collaboration smoother and faster. Alongside visual consistency, we focused on improving user flows, accessibility, and educational content to strengthen APS’s relationship with its customers.
Outcomes
The redesigned APS digital experience reduced call center dependency, improved transaction success rates, and increased customer satisfaction. Internally, the scalable system streamlined design and development processes, making it easier to maintain consistency and evolve the platform over time. The result was not just a refreshed interface, but a stronger, more trustworthy digital relationship between APS and the people it serves.
Next Project
Nokia Watch