Southern California Edison (SCE), a leading utility provider in Los Angeles, sought to future-proof its digital strategy to better engage its diverse customer base. This project involved a comprehensive analysis of emerging trends, including social media, the Internet of Things (IoT), and shifting consumer behaviors, to create a forward-thinking roadmap for digital engagement. The goal was to ensure SCE could meet customers where they were—whether on social platforms, connected devices, or other digital channels—while aligning with their core mission of energy efficiency and exceptional service.
Powering the Future: Digital Transformation for SCE
Southern California Edison
The Client Project
The Challenge
SCE faced the dual challenge of adapting to rapidly evolving digital trends while maintaining its commitment to energy sustainability and customer satisfaction. With the rise of smart home devices, connected cars, and social media, customers’ expectations for engagement were shifting. SCE needed a strategy to integrate these trends into their operations without compromising their business goals. The primary measure of success was creating a scalable, actionable roadmap that would reduce resistance to change internally while enhancing customer engagement externally.
The Solution
The solution involved a multi-faceted approach:
- Market Research: Analyzing demographic shifts, social media usage, and IoT trends to understand customer expectations.
- Strategic Roadmap: Developing a forward-looking plan that aligned with SCE business goals, including energy savings and customer engagement.
- Gamification: Exploring innovative ways to make energy-saving fun and competitive for customers.
- Executive Insights: Summarizing complex data into actionable insights for leadership, ensuring buy-in and alignment across the organization.
The Outcome
The project delivered a comprehensive roadmap that positioned SCE to adapt to future technological and social changes. By anticipating trends like the growth of IoT and evolving social media platforms, SCE was equipped to pivot quickly and scale its digital efforts. The insights provided not only aligned with the SCE business goals but also fostered a customer-first approach, enhancing engagement across multiple channels. The agency’s thought leadership and strategic foresight solidified the company's position as a forward-thinking utility provider.
My Role
As the strategic lead, I spearheaded the research, developed the high-level roadmap, and presented actionable insights to SCE leadership. My role involved synthesizing industry data, identifying key trends, and ensuring the strategy aligned with the SCE mission of sustainability and customer-centricity. This case study highlights how SCE embraced digital transformation to stay ahead in a rapidly changing landscape, ensuring they could meet the needs of their customers today and tomorrow.
SUMMARY
Experienced Researcher and Digital Strategy Lead with a proven track record in design thinking, user research, and data-driven design. Skilled in quantitative and qualitative research methods, market research, prototyping, customer engagement including surveys, focus groups, and remote/in-person testing. Expertise in product development, user experience design, and digital transformation with a strong technical aptitude in RStudio, Figma, responsive Web frameworks, Unreal Engine, and Unity. Demonstrated ability to lead cross-functional teams, deliver scalable solutions, and communicate insights effectively to diverse stakeholders.
