Meet SERC
Background
SERC Reliability Corporation is a nonprofit regulatory authority dedicated to ensuring the reliability and security of the Bulk Power System across the southeastern and central United States. Operating under the oversight of the North American Electric Reliability Corporation (NERC) and the Federal Energy Regulatory Commission (FERC), SERC serves as a cornerstone in maintaining grid stability for over 100 million people across 16 states.
The Challenge
SERC’s previous website had outgrown its structure and technology. Stakeholders, including registered entities, compliance officers, and committee members, were struggling to locate key documents, training materials, and event information. The site’s navigation was complex, mobile usability was limited, and search functionality was outdated.
Internally, SERC’s team found updates cumbersome, requiring extensive manual effort to maintain compliance materials. The design no longer reflected the organization’s scale, credibility, or innovation.
The goal was clear: create a modern, efficient, and reliable digital experience that aligns with SERC’s mission to reduce risk across the Bulk Power System.
We partnered with SERC to fully understand their audience, workflows, and content challenges through cross-departmental discovery workshops involving compliance, communications, and IT teams. These sessions revealed how users search for resources, what information they prioritize, and where internal processes needed streamlining. This foundation guided a user-first redesign focused on clarity, efficiency, and accessibility.
Intelligent Search & User Navigation
Quickly locate documents, events, and training with improved search tools.
Scalable, Modular Design System
Consistent, flexible components streamline page creation across the site.
Modern, ADA-Compliant Experience
Accessible, mobile-optimized design ensures fast, seamless user interactions.
Bringing The Vision To Life
The Result
Strong collaboration between SERC and Synchronicity was critical to the project’s success. Despite tight timelines and multiple stakeholder dependencies, both teams worked cohesively to deliver on schedule.
Through detailed planning, open communication, and flexibility during development, the teams were able to navigate operational challenges, maintaining progress during holidays, conferences, and regulatory review cycles.
The new website positions SERC as a digital leader among regulatory authorities, delivering a platform that supports its mission of reducing risk and strengthening grid reliability.
By transforming complex data into an accessible, organized, and intuitive online experience, SERC now serves as a model for transparency and collaboration in the energy sector.
The Importance of User Experience Design
User Experience Design (UX Design)
UX design for websites is crucial because it enhances user satisfaction by improving the usability, accessibility, and efficiency of the site. Good UX design ensures that visitors can easily navigate and find information, leading to increased engagement and conversion rates. It also helps build trust and credibility, making users more likely to return. Ultimately, a well-designed user experience can differentiate a website from competitors, providing a competitive edge in the market.
The Importance of Quality Website Development
Website Development
Professional design for websites is crucial as it establishes credibility and trust with visitors, making them more likely to engage with the content or services offered. A well-designed site enhances user experience by ensuring easy navigation and quick access to information, which can lead to higher conversion rates. It also helps in differentiating a brand from competitors, providing a unique and memorable user experience. Lastly, a professional design ensures that the website is optimized for various devices and browsers, broadening its accessibility and reach.
