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Aligning a Public Power Company's Web Properties with its Core Business Goals

Pepco Holdings, Inc. (PHI) was in the midst of a corporate merger when it came to NavigationArts as part of its focus on gaining efficiencies by combining redundant services and infrastructure. PHI asked NavigationArts to strengthen its new identity by building four websites with common architectural structure and organization with informational content and functionality localized to particular service territories. PHI’s project goal was to share resources across all public-facing Web properties while building strong community focus for each site. NavigationArts extended that goal by applying user-centered design principles to ensure that PHI would benefit not only from merger-related cost savings but also from better serving its customers via the Web.

NavigationArts began by conducting an audit of PHI’s public facing Web properties including www.pepcoholdings.com, www.pepco.com, www.conectiv.com, and www.delmarvapower.com to analyze the efficiency and effectiveness of site performance, including structure, functionality, and content. The findings and recommendations of this audit formed the business case for a fundamental re-architecture of the PHI public-facing websites.

Project results included:

• Re-architecture of four public websites with consistent organization and structure
• Application of user-centered principles to improve the customer experience on all sites
• Cost savings due to successful sharing of branding, site structures, visual design, content, services, and IT infrastructure across all sites
• Enhanced PHI's online brand by creating an engaging and current user interface
• Emphasis on customer service applications, third-party online tools, and community-based content
• Integration of PHI’s emergency preparedness initiative into core Web architecture
• Simplified website operational procedures for PHI staff
• Custom CMS and site administration
• Database modeling
• MS Index Server search with JavaScript-enabled dynamic interface
• Custom software, including SSL URL management utility and Legacy site-aware smart 404 redirector system
• Dreamweaver site administration