Q:How do utilities design their My Account login pages for mobile-friendly devices? What does E Source consider a design best practice?

A:We surveyed 114 utility websites for our 2017 Review of North American Electric and Gas Company Residential Websites and learned how the top-quartile utilities (based on overall performance) link to their mobile login module for online account access. Of those 28 utilities, we found that:

  • 10 use a person icon
  • 4 have an on-screen login module
  • 4 use a lock icon
  • 4 use a hyperlink, button, or other type of icon
  • 6 don’t link directly to a My Account login or aren’t mobile optimized

We recommend using an on-screen login module that’s the focus of the mobile home page (figure 1). But if this design isn’t an option, we recommend adding text that says “Sign in” or “Log in” below any My Account icons to make the icon’s meaning clear. Figure 2 includes a list of My Account login designs for the top-performing utility websites. For more design advice, visit the E Source Utility Website Design Center and check out our design guides on public and private website features.

Figure 1: Mobile-optimized examples of utility account login pages

We recommend making the customer login feature the focus of the mobile home page. Below are four examples of utility mobile home pages with dominant login features.

Pacific Gas and Electric Co.

PG&E mobile home page

SRP

SRP mobile home page

KCP&L

KCP&L mobile home page

Portland General Electric

PGE mobile home page

Figure 2: How the top-performing websites of 2017 design their logins

We include descriptions of the My Account login designs for the top-performing utility websites from the 2017 E Source Review of North American Electric and Gas Company Residential Websites.
Average usability scores across the four components (navigation, functionality, appearance, and relevance) for each of the 114 companies included in the study and the percentage of features that were found at each company’s website were combined with equal weighting to determine the overall performance index, which has a maximum possible value of 1,000.
Ranking (top quartile) Company name Mobile My Account login design Performance score
Note: * indicates that the utility didn’t provide account access to the secure portion of its website. As part of the study methodology, the utility couldn’t earn a rating higher than a 3 out of 5 for any of the four usability components if the feature was found, but account verification was required to fully assess the feature. © E Source (2017 Utility Website Benchmark)
1 Pacific Gas and Electric Co. Full-screen sign-in (hamburger menu reveals a person icon next to Sign In) 883
2 BG&E Person icon above Sign In 863
3 PPL Electric Utilities Sign In hyperlink (no icon) 843
3 SRP On-screen sign-in (icon in top menu has a person icon) 843
5 Georgia Power Lock icon next to My Account 840
6 Wisconsin Public Service Lock icon next to Your Account 838
7 PSEG Long Island Person icon 828
8 ComEd Person icon above Sign In 823
9 Consumers Energy Person icon above Account 797
10 FPL Arrow-box icon above Log In 795
11 TXU Energy Person icon above My Account 790
12 OUC Lock icon next to Your Account 785
13 Appalachian Power* No My Account sign-in on home page (hamburger menu reveals Sign In hyperlink, no icon) 784
14 Alabama Power Lock icon above Log In 783
15 Duke Energy Person icon above Sign In 780
15 Southern California Edison Person icon above Log In/Register 780
17 KCP&L On-screen sign-in 778
18 PNM Log In to My Account button 775
18 Portland General Electric* Full-screen sign-in 775
20 American Electric Power No My Account sign-in on home page (hamburger menu reveals Sign In hyperlink, no icon) 773
21 Hydro-Québec Person icon next to Manage My Account 768
22 Ameren Missouri Not mobile optimized 765
23 Énergie NB Power Log In hyperlink 753
23 PECO Person icon above Sign In 753
25 Rocky Mountain Power Not mobile optimized 752
26 National Grid Not mobile optimized 750
27 BC Hydro* Not mobile optimized 748
28 Pacific Power Not mobile optimized 743

Contributing Authors

Senior Analyst, Customer Engagement Solutions

Keenan Samuelson focuses on strategies to enhance the utility customer experience. He spends the majority of his time researching how to optimize...