Section 5: Three Design Shifts That Would Most Improve the Utility Bill Experience
1. Eliminate Surprise Through Proactive Transparency
An unexpectedly higher bill triggers 63% of negative bill experiences. A next-month estimate (requested by 42% of consumers) is the single most direct design intervention available. Pairing it with usage trend context gives consumers the tools to anticipate their bill and reduces the call volume that follows when they can't.
2. Simplify the Layout, Then Add Visual Wayfinding
want a simpler layout
35% struggle with too much information on one page; 34% struggle with small fonts. Once the layout is simplified, 59% say color-coding and icons would help them navigate it. Simplify first, then layer in visual hierarchy.
3. Design the Bill as a Communications Asset
Program awareness, seasonal alerts, and rate change notices belong on the bill, not just in email. The bill arrives in a moment of account engagement that no other channel replicates.
The data in this report points consistently in one direction. Consumers don't need more from their bill; they need it to work better. The three shifts above aren't major overhauls. They're focused, evidence-based improvements that address the specific friction points consumers actually report. For utilities ready to act on them, the starting point is an honest assessment of where your current bill falls short.
of consumers read on-bill messages at least sometimes
