© 2026. All rights reserved.

Case Study

Modernizing PSEG's Digital Customer Experience

Overview

PSEG partnered with TCS to reimagine its customer portal and public website—serving millions of residential and business users across regions. The initiative aimed to modernize the digital experience by improving usability, accessibility, and self-service adoption through thoughtful, data-driven UX design.

Design Focus

  • Clarity across complex utility workflows
  • Responsive, device-agnostic experiences
  • User-centered design decisions backed by research
PSEG payment history screen on phone

A Legacy Experience Limiting Digital Adoption

Problem Statement

The existing portal struggled with fragmented navigation, non-responsive layouts, and high cognitive load. Critical user tasks—such as billing, payments, and usage tracking—were difficult to find and complete, leading to increased reliance on call centers and reduced confidence in digital self-service.

Impact of the Problem

  • Higher customer frustration
  • Slower task completion
  • Lower adoption of digital channels
Frustrated user at laptop

Project Objectives & Goals

Design Objectives

  • Increase adoption of self-service features
  • Reduce call center volume through better UX
  • Improve transaction completion rates
  • Enable paperless billing adoption
  • Optimize experience across desktop, tablet, and mobile

Success Criteria

  • Faster task completion
  • Reduced abandonment
  • Improved JD Power customer satisfaction alignment
Dart hitting the center of a target
Legacy PSEG portal login and dashboard on laptops

Before — the legacy PSEG Long Island portal

Key UX Problems

1

Inconsistent Navigation

Navigation patterns changed across pages, confusing users

2

Hidden Login CTA

Primary entry point not visible on homepage

3

Lack of Responsiveness

Layouts failed to adapt across devices

4

No Task Prioritization

Critical actions visually equal to low-value content

5

High Cognitive Load

Frequent tasks required unnecessary effort

UX Methodology & Process

4D UX Process

Discover

Understanding users and problems

  • Heuristic review
  • Competitive benchmarking
  • User research insights

Design

Translating insights into structure

  • Information architecture
  • Wireframes
  • Visual design systems

Develop

Building usable experiences

  • Interactive prototypes
  • Responsive layouts
  • Design-to-dev collaboration

Deliver

Validating and refining

  • Usability testing
  • Accessibility checks
  • Iterative improvements

UX Activities

1Heuristic evaluations
2Competitive benchmarking
3Personas and journey mapping
4Wireframing and prototyping
5Usability testing

User Research & Personas

Cost-focused userCost-focused users
Energy-conscious userEnergy-conscious users
Busy, task-driven userBusy, task-driven users
First-time userFirst-time users
Mobile-first userMobile-first users

Design Insight

One experience needed to serve multiple intent levels without overwhelming users.

Information Architecture Redesign

IA Improvements

  • Re-prioritized tasks based on real usage data
  • Alerts, billing, payments surfaced first
  • Clear separation of primary vs secondary actions
  • Location-based personalization (NJ vs LI users)

UX Impact

  • Reduced search dependency
  • Faster access to critical actions
  • Improved task clarity
Team reviewing information architecture diagrams on screens

The Process in Practice

Collaborative research, design, and remote-team workflows behind the redesign.

Team reviewing tablets together Design review meeting with charts Working on laptop on the couch Presenter gesturing with tablet Remote team working from home

Interaction & Visual Design System

UI Principles

  • Clean, grid-based layouts
  • Strong visual hierarchy
  • Consistent typography
  • Clear primary, secondary, tertiary CTAs
  • Large hit areas for accessibility

Responsive Design

  • Desktop, tablet, and mobile breakpoints
  • Content reflow based on device behavior
Designer sketching wireframes by hand
Redesigned PSEG account profile on tablet

After — the redesigned account experience

Key UX Solutions Implemented

Dashboard Redesign

  • Billing summary above the fold
  • Usage analytics with visual trends
  • Contextual help and FAQs
  • Personalized recommendations

Transactional UX

  • Streamlined payment flows
  • Clear confirmation states
  • Reduced steps for repeat actions
Redesigned PSEG accounts and payment selection on tablet

Results & UX Impact

UX & Business Impact Summary:

UX Impact
Improved task completion speed
Task Efficiency
Higher usage of digital features
Self-Service Adoption
Simplified navigation and hierarchy
Cognitive Load
Responsive, mobile-friendly design
Mobile Experience
Reduced call center dependency
Operational Impact
Meets JD Power CX standards
CX Alignment
Improved overall experience
Customer Satisfaction
UX foundation for personalization
Future Readiness
Business Value
Users complete billing, payments, and outages faster
Task Efficiency
Reduced reliance on assisted support channels
Self-Service Adoption
Lower frustration and fewer user errors
Cognitive Load
Consistent usability across devices
Mobile Experience
Lower support volume and operational costs
Operational Impact
Industry-aligned customer experience quality
CX Alignment
Increased trust and platform confidence
Customer Satisfaction
Enables analytics-driven and tailored experiences
Future Readiness

Key Learnings & Conclusion

UX Learnings

  • Structure reduces cognitive load
  • Task prioritization drives adoption
  • Responsive design is non-negotiable
  • Data-informed UX decisions outperform assumptions
  • Personalization increases perceived value

Conclusion

The PSEG portal redesign transformed a complex utility experience into a clear, accessible, and scalable digital platform—demonstrating how thoughtful UX design directly improves both customer satisfaction and operational efficiency.

Team reviewing a data summary chart together
Our FAQ’s

Here are answers to some of the most common questions.

To modernize PSEG's digital customer experience, improving usability, accessibility, and self-service adoption for millions of users.
Fragmented navigation, non-responsive layouts, and high cognitive load made billing, payments, and usage tracking hard to complete.
A structured methodology moving from user research (Discover) through IA/wireframes (Design), prototypes (Develop), to validated, tested solutions (Deliver).
Five personas (cost-focused, energy-conscious, busy/task-driven, first-time, and mobile-first users) shaped a single experience serving multiple intent levels.
Tasks were re-prioritized by real usage data, surfacing alerts, billing, and payments first, with location-based personalization for different regions.

Get in touch!

© 2026 | All rights reserved

Get in touch!

 

© 2026 | All rights reserved