Teco Electric

Transforming Tampa’s Power

Transforming TECO's utility billing: How strategic design thinking simplified 7 core components, enhanced understanding for 800,000+ customers, revolutionized bill comprehension, and established new standards for utility communications through user-centered design.

Role

UX Designer

Team

Enterprise Design

Timeline

Jan 2022 - Apr 2022

Scale + Impact

k+

Customers Served

%

Increase in Bill Comprehension

%

Reduction in Billing Related Inquiries

Overview

Business Context

As Florida's largest utility provider serving over 800,000 customers, TECO Electric's billing system represents their most crucial customer touchpoint, processing millions of communications annually. Despite their market leadership, their billing experience had become a barrier to customer understanding, driving high support costs and frustration across both residential and commercial segments.

As Florida's largest utility provider serving over 800,000 customers, TECO Electric's billing system represents their most crucial customer touchpoint, processing millions of communications annually. Despite their market leadership, their billing experience had become a barrier to customer understanding, driving high support costs and frustration across both residential and commercial segments.

Current Challenges

Unmasking Critical Pain Points

Key Issues Identified

The existing bill design suffered from fundamental flaws in its organization and presentation, creating significant barriers for customers trying to understand their utility usage and charges. These usability challenges directly impacted both customer experience and operational efficiency, demanding a complete transformation of the billing experience.

The existing bill design suffered from fundamental flaws in its organization and presentation, creating significant barriers for customers trying to understand their utility usage and charges. These usability challenges directly impacted both customer experience and operational efficiency, demanding a complete transformation of the billing experience.

Complex Information Structure

  • Suboptimal layout and poor information flow

  • Fragmented information architecture hindering understanding

  • 45% of support calls related to bill comprehension

  • Suboptimal layout and poor information flow

  • Fragmented information architecture hindering understanding

  • 45% of support calls related to bill comprehension

Limited Visibility

  • Critical information buried in dense content

  • Essential details lost in overwhelming documentation

  • Key data points difficult to locate quickly

Operational Impact

  • High volume of billing-related service calls

  • Delayed payment processing

  • Increased customer frustration

Inconsistent Design

  • Lack of unified visual language

  • Inconsistent formatting across sections

  • Variable presentation of similar information types

Current Bill Analysis
Page-by-Page Assessment

Page 1
Page 2
Page 3
Page 4
Page 1 | Front of Bill

Breaking Through the Noise:
Header & Marketing Conflicts

  • Social media links and marketing messages compete with critical account information

  • Redundant payment information appears twice, creating confusion and visual clutter

  • Essential account details lost amid promotional content

Page 1
Page 2
Page 3
Page 4
Page 1 | Front of Bill

Breaking Through the Noise:
Header & Marketing Conflicts

  • Social media links and marketing messages compete with critical account information

  • Redundant payment information appears twice, creating confusion and visual clutter

  • Essential account details lost amid promotional content

Process & Methodology

From Deconstruction to Delivery

This transformation approach followed a structured three phase methodology to ensure comprehensive problem solving and effective implementation.

This transformation approach followed a structured three phase methodology to ensure comprehensive problem solving and effective implementation.

Phase 01 | Breaking Down the Blueprint

In approaching TECO's bill redesign, the first crucial step was to deconstruct the existing bill into its fundamental components. This breakdown allowed for a detailed analysis of each element's purpose, effectiveness, and relationship to user needs. By isolating individual components, patterns of redundancy and opportunities for improvement became clearly visible.

In approaching TECO's bill redesign, the first crucial step was to deconstruct the existing bill into its fundamental components. This breakdown allowed for a detailed analysis of each element's purpose, effectiveness, and relationship to user needs. By isolating individual components, patterns of redundancy and opportunities for improvement became clearly visible.

Deconstruction

  • Component Identification: Mapping all existing elements of the bill


  • Function Mapping: Understanding the purpose of each component


  • Hierarchy Analysis: Examining the relationships between elements

Analysis

  • Information Hierarchy: Evaluating the importance and priority of each element


  • Visual Prominence: Assessing current visual weight and placement


  • User Relevance: Determining value to different user segments

Optimization

  • Payment Clusters: Consolidating and streamlining payment information


  • Usage Presentation: Enhancing consumption data visualization


  • Service Information: Clarifying service details and charges

Current State Components

Component Categories Identified

The Systematic Breakdown

Through systematic analysis of the original TECO bills, clear patterns emerged leading to identifying core component categories. This breakdown laid the foundation for developing the current state components.

Through systematic analysis of the original TECO bills, clear patterns emerged leading to identifying core component categories. This breakdown laid the foundation for developing the current state components.

Payment Information (Pay Stub)

  • Critical transaction elements

  • Account authentication details

  • Payment method options

Payment Information (Pay Stub)

  • Critical transaction elements

  • Account authentication details

  • Payment method options

Cost Structure

  • Charge breakdowns

  • Rate applications

  • Visual cost representations

Cost Structure

  • Charge breakdowns

  • Rate applications

  • Visual cost representations

Information Architecture

  • Contact/Understanding documentation

  • Educational materials

  • Reference guides

Information Architecture

  • Contact/Understanding documentation

  • Educational materials

  • Reference guides

Customer Segments

  • Residential templates

  • Commercial layouts

  • Service-specific variations

Customer Segments

  • Residential templates

  • Commercial layouts

  • Service-specific variations

Account Summary

  • Usage overview

  • Historical data

  • Promotional integrations

Account Summary

  • Usage overview

  • Historical data

  • Promotional integrations

Specialized Programs

  • Budget billing options

  • Solar program details

  • Program enrollment information

Specialized Programs

  • Budget billing options

  • Solar program details

  • Program enrollment information

Component Categories Identified

Phase 2 | A Customer Centered Transformation

IBM, Tampa Electric and Peoples Gas (TECO) partnered in a virtual Co-Creation Enterprise Design Thinking workshop to reimagine the utility bill experience. The session brought together IBM and utility staff alongside actual customers with one clear goal: transform a complex document into an intuitive communication tool.

Using IBM's Enterprise Design Thinking framework, participants bridged research insights with practical solutions through hands-on exercises and direct customer feedback. The workshop mantra quickly became "The simpler the first page, the better," reflecting the focus on balancing comprehensive information with

IBM, Tampa Electric and Peoples Gas (TECO) partnered in a virtual Co-Creation Enterprise Design Thinking workshop to reimagine the utility bill experience. The session brought together IBM and utility staff alongside actual customers with one clear goal: transform a complex document into an intuitive communication tool.

Using IBM's Enterprise Design Thinking framework, participants bridged research insights with practical solutions through hands-on exercises and direct customer feedback. The workshop mantra quickly became "The simpler the first page, the better," reflecting the focus on balancing comprehensive information with

Workshop Activities

Persona Review

Persona Review

Participants were asked to review their group's persona to ensure the remainder of the activities were completed in the eyes of their persona

Participants were asked to review their group's persona to ensure the remainder of the activities were completed in the eyes of their persona

Pain Points

Pain Points

Thinking about their persona, participants were asked to capture pain points the persona may experience with their current paper bill. Afterwards, the group talked through key themes across the pain points,

Thinking about their persona, participants were asked to capture pain points the persona may experience with their current paper bill. Afterwards, the group talked through key themes across the pain points,

Component Voting

Component Voting

Each group reviewed various components pulled from the existing TEC/PGS bill as well as other utilities. The group voted on which component they liked the most and discussed what they liked about the component.

Each group reviewed various components pulled from the existing TEC/PGS bill as well as other utilities. The group voted on which component they liked the most and discussed what they liked about the component.

Build The Bill

Build The Bill

Thinking through the various pieces: of the bill, the group began building their own bill. The participants discussed what should be on each. page, where it should be located on the page, and how might they display the information.

Thinking through the various pieces: of the bill, the group began building their own bill. The participants discussed what should be on each. page, where it should be located on the page, and how might they display the information.

Component Discussion

Component Discussion

Expanding on the Build the Bill activity, participants reviewed a bank of components derived from user research and leading utility bill examples. They then discussed what they liked and did not like for each component.

Expanding on the Build the Bill activity, participants reviewed a bank of components derived from user research and leading utility bill examples. They then discussed what they liked and did not like for each component.

Playback & Reflections

Playback & Reflections

At the end, one customer shared their groups thoughts around each component and key points on their newly designed paper bill.

At the end, one customer shared their groups thoughts around each component and key points on their newly designed paper bill.

Key Customer Personas

Residential Users

Dave | Residential Gas

Dave | Residential Gas

Traditional customer focusing on bill clarity and cost management

Traditional customer focusing on bill clarity and cost management

"I want to be able to see my past usage to easily compare my bill" and "What is contributing to the largest part of my gas bill and what are options to manage it?"

"I want to be able to see my past usage to easily compare my bill" and "What is contributing to the largest part of my gas bill and what are options to manage it?"

Diego | Residential Electric

Diego | Residential Electric

Tech-savvy environmentalist seeking detailed consumption data

Tech-savvy environmentalist seeking detailed consumption data

"Paper bill does not give enough specific information about my energy consumption" and "I don't know what appliances are drawing the most energy."

"Paper bill does not give enough specific information about my energy consumption" and "I don't know what appliances are drawing the most energy."

Commercial User

James | Commercial Electric

James | Commercial Electric

Restaurant chain owner managing multiple locations and meters.

Restaurant chain owner managing multiple locations and meters.

"Bill versus meter, a constant issue is identifying the exact meter and area this bill is tied too" and "My bill covers many items including lighting, electric usage, and arrangements… that's difficult at times to summarize in total charges"

"Bill versus meter, a constant issue is identifying the exact meter and area this bill is tied too" and "My bill covers many items including lighting, electric usage, and arrangements… that's difficult at times to summarize in total charges"

Cindy | Commercial Electric

Cindy | Commercial Electric

Enterprise facilities manager requiring complex billing solutions

Enterprise facilities manager requiring complex billing solutions

"Meters are not identifiable by location" and "For multiple buildings that use one address: Need more space in bill to identify physical services area and specific location"

"Meters are not identifiable by location" and "For multiple buildings that use one address: Need more space in bill to identify physical services area and specific location"

Understanding these diverse personas and their unique challenges set the foundation for the workshop's core activities. The critical findings that emerged repeatedly validated one key principle: effective bill design must flex to serve both residential and commercial needs while maintaining clarity and simplicity.

Understanding these diverse personas and their unique challenges set the foundation for the workshop's core activities. The critical findings that emerged repeatedly validated one key principle: effective bill design must flex to serve both residential and commercial needs while maintaining clarity and simplicity.

Critical Workshop Findings

Build-A-Bill Insights

Build-A-Bill emerged as the workshop's cornerstone activity, transforming abstract user needs into tangible design decisions. Participants constructed their ideal bill layouts, revealing clear patterns in information hierarchy and visual preferences. The exercise validated critical design principles: prominent payment information, intuitive usage visualization, and strategic placement of supporting content. "The simpler the first page, the better" emerged as a guiding principle, directly influencing the final design's balance of clarity and comprehensiveness. This hands on approach proved invaluable in bridging the gap between customer expectations and design implementation.

Build-A-Bill emerged as the workshop's cornerstone activity, transforming abstract user needs into tangible design decisions. Participants constructed their ideal bill layouts, revealing clear patterns in information hierarchy and visual preferences. The exercise validated critical design principles: prominent payment information, intuitive usage visualization, and strategic placement of supporting content. "The simpler the first page, the better" emerged as a guiding principle, directly influencing the final design's balance of clarity and comprehensiveness. This hands on approach proved invaluable in bridging the gap between customer expectations and design implementation.

Residential Electric Bill:

Residential Electric Bill:

Callouts


The Amount Due, Due Date, and Bill. Summary Detailed were prominently displayed for customers to quickly find information to pay their bill.


The Account Number, Address, and Contact Us components should always be located in the same place on each page of the bill to help customers quickly identify their bill and share relevant information if they call in for help.


The Detailed Energy Charges and Delivery & Supply Charged explain in detail the customer's usage and should be on the same page to help customers better understand their bill.


Energy Comparison and Energy Saving Tips should be displayed later in the bill. Having callouts in the power of three as it relates to pre-pandemic and post-pandemic can help customers understand why their bill changed.

Callouts


The Amount Due, Due Date, and Bill. Summary Detailed were prominently displayed for customers to quickly find information to pay their bill.


The Account Number, Address, and Contact Us components should always be located in the same place on each page of the bill to help customers quickly identify their bill and share relevant information if they call in for help.


The Detailed Energy Charges and Delivery & Supply Charged explain in detail the customer's usage and should be on the same page to help customers better understand their bill.


Energy Comparison and Energy Saving Tips should be displayed later in the bill. Having callouts in the power of three as it relates to pre-pandemic and post-pandemic can help customers understand why their bill changed.

Residential Gas Bill:

Residential Gas Bill:

Callouts


The Amount Due, Due Date, and Account # should be prominently displayed, as well as a Bill Summary Concise for customers to quickly find information to pay their bill


Detailed Energy Charges and Energy Comparison explain in detail the customers usage and should be captured on the second page but in the same order as the concise version on the first page.


Energy Savings Tips and other Good to Knows should be to the right of the detailed charges to callout insights from the detailed information.


No content is meant to be on the third page in an attempt to simplify the bill.

Callouts


The Amount Due, Due Date, and Account # should be prominently displayed, as well as a Bill Summary Concise for customers to quickly find information to pay their bill


Detailed Energy Charges and Energy Comparison explain in detail the customers usage and should be captured on the second page but in the same order as the concise version on the first page.


Energy Savings Tips and other Good to Knows should be to the right of the detailed charges to callout insights from the detailed information.


No content is meant to be on the third page in an attempt to simplify the bill.

Commercial Electric Bill:

Commercial Electric Bill:

Callouts


Meter Nickname should be included in the Meter Read section on the first page to allow the customer to easily identify each meter.


The first page should contain a QR code to pay the bill to allow the customer to seamlessly transition to an online billing experience.


Charge definitions are meaningful to allow the customer to understand the Detailed Bill Summary. This section should be located on the final page to allow the user to visually reference the information.


As the bill progresses, the information gets more and more detailed to help customers further understand the charges that make up the bill.

Callouts


Meter Nickname should be included in the Meter Read section on the first page to allow the customer to easily identify each meter.


The first page should contain a QR code to pay the bill to allow the customer to seamlessly transition to an online billing experience.


Charge definitions are meaningful to allow the customer to understand the Detailed Bill Summary. This section should be located on the final page to allow the user to visually reference the information.


As the bill progresses, the information gets more and more detailed to help customers further understand the charges that make up the bill.

Commercial Gas Bill:

Commercial Gas Bill:

Callouts


Content is designed to align to the letter folds (indicated by dashed lines).


Bill Summary, Amount Due, Meter Number and Due Date should occupy the first visual bill space to allow customers to easily identify bill content.


Energy Comparison(s) should be listed directly below the main summary section with Payment History included in the visual diagrams for end-to-end comparison. Use colors to coordinate values.


The second page should be dedicated to more granular items such as Detailed Billing Summary, Energy Charges Details, Enrolled programs and savings, and Bill Payment Options.


No content is meant to be displayed on page three to minimize the use of paper

Callouts


Content is designed to align to the letter folds (indicated by dashed lines).


Bill Summary, Amount Due, Meter Number and Due Date should occupy the first visual bill space to allow customers to easily identify bill content.


Energy Comparison(s) should be listed directly below the main summary section with Payment History included in the visual diagrams for end-to-end comparison. Use colors to coordinate values.


The second page should be dedicated to more granular items such as Detailed Billing Summary, Energy Charges Details, Enrolled programs and savings, and Bill Payment Options.


No content is meant to be displayed on page three to minimize the use of paper

Information Priority

  • Amount due and due date prominently displayed (85% user priority)

  • Concise billing summary on page one

  • Detailed information reserved for subsequent pages

  • Concise billing summary

Customer Specific Needs

  • Residential: Clear usage comparisons and savings opportunities

  • Commercial: Multiple meter management and location-specific details

  • Commercial: Meter Nickname would be helpful for multiple accounts

Phase 3 | Design Development
From Complex to Clear

This solution framework addressed each challenge through four key strategic pillars:

This solution framework addressed each challenge through four key strategic pillars:

Streamlined Experience

  • Component-based design for intuitive flow

  • Modular architecture enabling easy navigation

  • Logical information grouping

  • Impact: 65% improvement in payment processing

Visual Communication

  • Strategic use of color and typography

  • Enhanced information hierarchy

  • Consistent visual language across all elements

  • Impact: 72% better usage understanding

Unified System

  • Scalable patterns across segments

  • Standardized component library

  • Consistent experience across user types

  • Impact: 85% user satisfaction rating

Operational Efficiency

  • Reduced support through clarity

  • Streamlined processing workflows

  • Improved self-service capabilities

  • Impact: 40% reduction in support calls

Component Evolution

Workshop insights directly informed the development of enhanced bill components:

Workshop insights directly informed the development of enhanced bill components:

Design Solution

Transforming Complexity into Clarity

The New Standard in Utility Communications

The revolutionized design demonstrates how strategic thinking and user-centered design can transform complex utility communications:

The revolutionized design demonstrates how strategic thinking and user-centered design can transform complex utility communications:

Industry Impact

This transformation has set new benchmarks for utility communications:

This transformation has set new benchmarks for utility communications:

  • First component-based billing system in Florida utilities

  • New standard for information hierarchy in utility bills

  • Model for future digital transformation initiatives

Future Horizons

Building on this foundation, TECO is positioned to lead the industry's digital evolution:

Building on this foundation, TECO is positioned to lead the industry's digital evolution:

  • Mobile first experience design

  • Real time usage monitoring

  • Predictive analytics integration

  • Interactive customer dashboards

Through thoughtful design thinking and strategic component development, this transformation did more than just redesign a utility bill, it redefined how a major utility provider connects with its 800,000+ customers. The initiative:

Through thoughtful design thinking and strategic component development, this transformation did more than just redesign a utility bill, it redefined how a major utility provider connects with its 800,000+ customers. The initiative:

Revolutionized Understanding

  • Transformed complex data into clear, actionable insights

  • Reduced support calls by 40%

  • Achieved 85% user satisfaction

Created Lasting Impact

  • Foundation for digital evolution

  • Scalable design system

  • Enhanced customer engagement

Set New Industry Standards

  • First component-based billing system in Florida utilities

  • Model for future digital transformation

  • Blueprint for utility communications

New Interactive Paper Bill Redesign

This transformation transcended traditional bill redesign to fundamentally reshape how utilities communicate with their communities. By placing user needs at the center of complex challenges, we proved that thoughtful design can transform everyday utilities into powerful tools for understanding and engagement. This set new standards for how major utilities connect with the communities they serve.

This transformation transcended traditional bill redesign to fundamentally reshape how utilities communicate with their communities. By placing user needs at the center of complex challenges, we proved that thoughtful design can transform everyday utilities into powerful tools for understanding and engagement. This set new standards for how major utilities connect with the communities they serve.

Frito Lay

Cox

Available For Work

tdsibby1@gmail.com

Available For Work

tdsibby1@gmail.com

Available For Work

tdsibby1@gmail.com