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Project Outcome
By embedding human-centered design into their strategic planning, AEP developed an insight-driven framework to future-proof their business. The five opportunity areas now act as a north star for innovation, helping the organization respond to customer needs with relevance, confidence, and care.
Each strategic area was brought to life through concept narratives, service blueprints, and customer scenarios. These tools enabled stakeholders to evaluate feasibility, prioritize investments, and inspire internal innovation teams. The resulting strategy provided a shared language and a clear direction to guide AEP’s customer experience evolution.
Design Research for Innovation at American Electric Power
We partnered with American Electric Power (AEP), one of the largest electric utilities in the U.S., to chart a bold new path for innovation. Through in-depth human-centered research with internal stakeholders and customers, we uncovered behavioral insights, systemic barriers, and emerging needs shaping the future of energy. This process led to the creation of five strategic opportunity areas, which now serve as the foundation for AEP’s innovation roadmap. Each area reflects a distinct opportunity to drive impact through customer engagement, sustainable practices, and organizational transformation.
Deliverables
Ethnographic Research ( HCD)
Concept Development
Innovation Strategy
We conducted in-depth qualitative research with AEP teams and customers to uncover unmet needs, behavioral patterns, and shifting expectations across the energy landscape. Through synthesis, we identified five strategic opportunity areas that represent high-impact pathways for innovation. These themes ranged from proactive energy guidance to building long-term trust with utility customers.
Through a series of co-creation workshops, we collaborated with AEP leadership and cross-functional teams to shape the vision for each strategic area. These sessions fostered alignment, surfaced key organizational insights, and helped translate research into actionable experience principles. Together, we ensured that every idea reflected both internal capabilities and real customer needs.
Client
American Power Electric
Sector
Energy Utilities
Project Type
Research, Strategy
Role
Senior Design Strategist | Doblin by Deloitte
