Design Systems,
Visual & Interaction Design
2 UX Designer
1 UX Researcher
1 Graphic Designer
In Development
problem
A poor application turnout meant that the City’s help wasn’t reaching those in need of assistance
Despite a target population of over 120,000 low-income, senior, and disabled Bellevue residents, with more than $600K allocated to assist them, the utilities department was receiving only 400 applications on average per cycle, with even fewer being processed and approved. We dug deeper to understand why.
Behind the scenes, the administrative team, understaffed and overburdened, was struggling to manage an outdated process...
Without a streamlined system, the admin staff was tasked with manually processing paper applications. This involved entering data into databases, approving applications, and following up over emails for incomplete applications. Their key challenge? They needed a solution to optimize the application process so that they could focus on what truly mattered—reaching out to those who needed help most—and introduce new programs more efficiently.
research insights
Defining users and their problems
Through user interviews and contextual inquiries, we engaged with both current and past applicants to uncover how they navigated the utility assistance process. We found that most applicants relied on word of mouth, direct calls, or emails to the Utilities Department for information. Many even visited City Hall in person for assistance, highlighting gaps in accessibility and self-service options. To further validate our assumptions, we conducted cognitive walkthroughs to map user workflows, frustrations, and decision-making processes. Additionally, a competitive analysis helped us align our design goals with best practices for government services, ensuring a more intuitive and accessible experience.
Limited awareness of assistance programs
Language barriers
A lengthy offline application process taking months to complete
Lack of timely updates and transparent communication
The Applicant
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The Application Helper
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Admin Staff
opportunity
How might we streamline the utility application process for applicants and Bellevue staff while building trust and efficiency?
To better understand user pain points and validate our assumptions, we conducted user interviews and cognitive walkthroughs with past applicants. These sessions provided insights into their workflows, frustrations, and decision-making processes. Additionally, a competitive analysis helped us align our design goals with best design practices for government services.
The Applicant
The Application Helper
Admin Staff
North Star design principles
Many residents eligible for utility assistance programs are unaware of these opportunities.
Many residents eligible for utility assistance programs are unaware of these opportunities.
Many residents eligible for utility assistance programs are unaware of these opportunities.
Many residents eligible for utility assistance programs are unaware of these opportunities.
design explorations
Visualizing ideas & user flows
I facilitated brainstorming sessions within the team where everyone contributed fresh ideas and visualized user flows for key user tasks - IABP home, data tables, and map pages. These sessions not only helped stimulate our creative thinking but also ensured everyone's alignment on the design goals.
I translated these sketches into mid-fidelity designs to test and validate our designs.
focus area 1
Eliminating confusion around program eligibility criteria and who qualifies
For new applicants, the City of Bellevue’s website is the first stop for utility assistance information. However, poor information hierarchy, accessibility gaps, and redundant content make it difficult to find the right program and understand eligibility requirements. This led to frustration and an increased reliance on City staff for clarification. To address these challenges, I redesigned the website’s Information Architecture (IA) to improve navigation and content clarity. The updated structure makes it faster and easier for applicants to find program details, eligibility requirements, deadlines, and required documentation—reducing friction in the application process.
problems with current site
Without a global navigation, wayfinding becomes difficult
Crucial Information is buried deep within pages
Confusing program names, and legal jargon
Lack of cohesive visual language leading to more clutter
Overhauling the entire 200+ pages site architecture would require extensive resources and coordination, making it impractical within our project scope. Additionally, the global navigation was shared across departments, limiting how much we could modify without affecting the broader site structure.
navigating this constraint
To maximize impact while staying within technical constraints, we focused on redesigning the core pages of the Utilities department, where users primarily sought assistance on utility bills. We collaborated closely with the engineering team to ensure that our updates improved usability without disrupting the existing global navigation.
design decision #1
Utilizing the top fold for easier way-finding through the webpage, given global nav constraints
Given the constraints around modifying global navigation, we needed an alternative way to improve site navigation for users. To streamline navigation, I redesigned the hero sections of the Utilities pages to serve as a wayfinding hub, with CTAs leading directly to the program eligibility checker and application portal. This redesign improved self-service navigation, enabling applicants to quickly find relevant programs without excessive scrolling or searching.
design decision #2
Renaming program names to reflect who they are designed for and what they offer
Card sorting sessions revealed that users across all language groups more strongly associated the term “discount” with utility assistance than with “help” or “assistance.” Leveraging this insight, we recommended restructuring the program categories and renaming assistance programs to “Utility Discount Programs.”
By using direct language that highlights the frequency of the discount (one-time vs. recurring, long-term vs short-term), target audience (seniors, low-income individuals, or those with disabilities), as well as the benefit (direct discount on bills vs. indirect discount through tax rebates), we recommended program names that were clearer, more accurately reflecting their purpose, and better aligned with applicants' expectations.
outcome
Dit it work?
Yes, this restructuring was highly effective. In usability testing, 92% of participants were able to accurately identify the program they would qualify for, without any confusion.
design decision #3
Group programs based on assistance needs, with expandable cards for program details
To streamline program selection and decision-making, we grouped programs on the webpage based on specific assistance needs. By introducing progressive disclosure through expandable cards, we simplified navigation, reduced cognitive load, and ensured applicants could quickly find relevant programs. This approach empowered users to make informed decisions without feeling overwhelmed by excessive options or details on the page.
focus area 2
Make it easy to apply for assistance and track progress
Streamlining the process of applying for discounts was a key priority, based on both the Bellevue team's requirements and direct user feedback. Creating an application portal was an obvious yet essential solution to simplify the application cycle for both the admin team and applicants. With the Bellevue team preparing for an upcoming billing system update, this presented a great opportunity to develop a centralized portal linked to a Bellevue account. This portal would allow users to pay bills online, manage essential services, and apply for utility assistance—all in one place.
Final Design
A new application portal for applying to and tracking qualifying programs
The redesigned portal simplifies the application and tracking process, offering a smooth, intuitive experience from start to finish. Applicants can easily navigate through each step, track their program status, and access personalized updates, all in one place.
Final Design
Dynamic forms for a guided and seamless application experience
The dynamic forms adjust based on user input, presenting only the necessary fields at each step. This streamlined approach reduces cognitive load and simplifies the process, allowing applicants to move through the form with ease and confidence. The result is a more intuitive, efficient experience that guides them to completion without unnecessary friction.
Final Design
Track current applications for missing documents, communication updates, and reapply to previous ones
By logging into their Bellevue account, applicants can track missing documents and receive communication updates, ensuring they stay on top of their applications. This feature also enables applicants to reapply to past programs, streamlining the process for both users and admin staff, and boosting efficiency in managing previous submissions.
focus area 3
Increase awareness around programs
Design decision
Redesigning & updating the flyers to be more informative
User interviews revealed a major gap—many residents were unaware of the benefits available to them. To bridge this, the City sought to expand its outreach efforts. We recommended distributing redesigned flyers at community centers to reach more applicants. I redesigned the flyers to present key program information in a clearer, more digestible format, outline program types, eligibility criteria, required documents, and ways to apply.
way forward
Takeaways
While we couldn't fix everything, this design challenge required reforms & solutions that extended beyond our reach.
However, design thinking is a powerful tool and by extensively researching similar programs, we provided actionable recommendations to help the City enhance program awareness, improve outreach and accessibility, and drive greater efficiency and workflow improvements.
Design recommendations
01
By integrating vetting processes with agencies like DSHS and senior housing programs, the City can reduce redundant document submissions, making applications faster and more accessible for those in need.
02
Instead of restarting applications from scratch, a streamlined renewal process that asks only for updates—such as income or household changes—can significantly reduce effort for users and increase completion rates.
03
By standardizing application windows across programs, the City can improve accessibility, reduce missed deadlines, and create a more user-friendly experience for those seeking support.
If I had more time and were to do this again...
I would explore ways to support residents working cash-only jobs so they can access assistance without traditional income documentation. I would focus on building trust in government systems through improved communication strategies that prioritize privacy and safety. I would also expand accessibility features for residents with motor impairments or disabilities to ensure that everyone is included.
