Bringing User-Centered Content to Con Edison
Leading content strategy from pitch to launch to put the customer first.
Role: Freelance lead content strategist (pitch); Associate Director, Content Strategy (full-time for project)
Agency: POSSIBLE
Client: Consolidated Edison of New York, Inc.
Third-party Partners: Sachs Insights (research), O Power (personalized data insights)
The Challenge
Con Edison provides electric, gas, and steam service to 3.4 million customers in the New York metropolitan area. While customers rely on Con Edison’s service, they struggled to use its websites, which had become bloated, outdated content repositories.
We had 10 months to bring Con Edison customers clear, simple, findable, and actionable content about their energy service across three sites:
Coned.com – For customers and partners of Con Edison of NY.
Oru.com – For customers and partners of Orange & Rockland, a subsidiary utility company.
Conedison.com – For the parent company, Consolidated Edison, Inc., of Con Edison of NY and Orange & Rockland.
The Solution
The new sites needed to simply and clearly show that Con Edison understands who its customers are and what they are looking for.
Content must allow customers to complete their desired tasks easily and offer the right information at the right time.
Working in agile, three-week sprints from kickoff to launch, I evaluated, revised, designed and migrated all content that met Con Edison’s goals. I also established editorial guidelines, governance plans, a taxonomy, and content management system modules and templates to empower Con Edison to manage, optimize, and grow post-launch.
Learn more about this work:
The Results
The new Con Edison websites launched on schedule.