2020 • SDG&E • Senior Product Design Consultant
Builder Application and Management Portal
Role
Led design as a consultant — audited the existing application process, identified core user needs and pain points, and redesigned both the applicant-facing flow and the internal ops management experience. Reshaped the overall application workflow across both sides.
Outcome
Replaced a print-and-mail application process with a digital experience designed for an older demographic — reducing reliance on phone support while maintaining accessibility for users accustomed to manual workflows.
Team / Stakeholders
SDG&E internal stakeholders
Consulting agency team (dev / PM)
A two-sided portal that streamlines how builders and contractors apply for utility services and how internal SDG&E staff manage and process those applications — replacing a paper-based, phone-dependent workflow with a transparent digital experience.
The Challenge
The existing process routed users from an outdated online portal to a printable Adobe form. Applicants filled it out on paper, mailed it in, and called SDG&E to check status or ask questions.
The core user group skewed older — builders and contractors who were accustomed to manual processes and had little incentive to adopt a digital alternative unless it was clearly easier than what they were already doing.
Exiting form
Key Decisions
Audited the full process before designing anything
I started by mapping the existing application flow across both applicants and internal ops — identifying where the process broke down, where phone calls were being generated, and what information applicants were missing that forced them to call in. That audit shaped the redesign priorities.
Designed for behavior change in a resistant user base
The risk was building a digital flow that the core demographic would ignore in favor of calling or mailing. I prioritized transparency — making application status, next steps, and requirements visible at every stage — so the portal answered questions before users picked up the phone. The experience had to be easier than their existing habit, not just available.
Designed application flow and post-submission experience for applicants
Builders needed a clear path to apply, but they also needed visibility into their submitted applications and service requests after the fact. I designed the application flow and a self-service management dashboard so applicants could track status, manage requests, and take action without calling SDG&E for updates.
What informed my decisions
The audit revealed that the majority of phone support volume came from applicants checking status or asking what they needed to submit next — not from complex questions. That meant the redesign didn't need to replace human support; it needed to make the most common questions self-service.
Understanding the older demographic's habits also meant the solution couldn't rely on users exploring the interface — guidance had to be proactive and inline.
Results
Replaced a paper-and-phone application process with a self-service digital workflow
Designed for an older, change-resistant demographic without increasing support burden
Unified applicant and ops experiences so application data flowed between both sides
Audit framework gave SDG&E visibility into where their process was generating unnecessary support volume
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