Optimizing the Customer Experience

Tacoma Public Utilities

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Tacoma Public Utilities

Tacoma Public Utilities

Tacoma Public Utilities provides services that are vital to Tacoma citizens’ quality of life: Power, Water, Rail, and Click! Cable TV. Publicly owned since 1893, TPU is the largest department in Tacoma City government. The redesigned TPU website highlights an updated design and features that improve the overall experience for their visitors.

  • Task

    Create a responsive website that showcases a clean, modern design and helps customers easily locate information that answers their questions.

  • Solution

    Conduct user research to understand the goals of TPU customers to inform the user experience design and navigation and reduce the bounce rate. Provide a content strategy to audit and streamline content, allowing users to quickly find what they’re looking for.

  • Result

    A modern, easy-to-update WordPress website driven by user research and an improved navigation.


In addition to reviewing analytics and provided data, our user experience team conducted goal setting, tree testing, and card sorting activities, which informed wireframes, prototypes, and an improved information architecture. We met with stakeholders across the organization to set their website goals and write website requirements via user stories. One key update that resulted from research is a new customer service area that acts as a hub for customers to quickly find answers to a variety of topics.

New Information Architecture

Prior to the redesign, each of TPU’s services were housed in three sections of the main website: Power, Water, and Rail. This resulted in a lot of duplicate content. In addition, our research showed that users searched for topics, rather than by department. We reorganized their navigation to make it easier for users to find resources by topics.