Case Study

GO-Live Date
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Goals
Overview
Evolving with the Community
Rooted in cooperative principles and decades of community-driven growth, Marshall-DeKalb Electric Cooperative (MDEC) continues to evolve with the needs of the members it serves. As more members turned to the website for everyday service needs, accessibility, security, and clarity became essential to that experience. MDEC partnered with Powerful to protect member information, simplify essential services, and ensure every visitor—regardless of ability—can engage with the cooperative with confidence.
Secure by Design, Simple by Experience
Online forms have long been part of how MDEC serves its members. These tools allow visitors to complete essential requests such as starting, stopping, and transferring service without needing to call the office. As more visitors relied on these forms, they became a primary way members interact with the cooperative.
Powerful refined MDEC’s existing online forms to make them easier to complete and more consistent across the site. Clear prompts guide visitors step by step through each request. This allows members to move through essential tasks with confidence and fewer delays.
These requests require visitors to share highly sensitive personal identifiable information (PII), including driver’s license copies and Social Security numbers. Every submission carries a layer of trust. This information must be handled with care. Protecting it is not optional. It is directly tied to member trust and the cooperative’s responsibility to its community. As online services continued to grow, MDEC recognized that protecting personal information had to remain a top priority.
Trust Built Into Every Form
Sensitive personal information is collected through these forms, which required security to be strengthened alongside usability. MDEC opted into Powerful’s Premium Security package to support every submission behind the scenes. This protection includes two-factor login authentication, real-time traffic monitoring, and automatic blocking of harmful activity. Sensitive form fields are protected so personal details are not exposed through internal systems or email delivery. All stored PII is encrypted within the website’s database.
Online forms and premium security now work side by side across the MDEC website. As visitors complete service requests, protective measures operate quietly in the background. This structure supports MDEC’s goal of offering dependable online access without separating convenience from responsibility. Every online interaction is supported by both function and protection.
Designed for Every Visitor
That same human-centered approach carries into accessibility. With guidance from Powerful, MDEC prioritized an experience that works for every visitor, including those who rely on screen readers, keyboard navigation, or visual adjustments. Clear page structure helps visitors move through content in a logical order. Readable color contrast supports those with low vision. Consistent form layouts and clearly labeled fields help reduce confusion and make each step easier to follow. Keyboard-friendly navigation allows visitors to move through pages and forms without relying on a mouse. Descriptive link text helps screen readers understand where each action will take them before selecting it. These details ensure that essential services remain within reach for all members, not just some.
Together, online forms, premium security, and accessibility now operate as one connected experience. Visitors can complete important service requests with confidence, knowing their information is protected and the tools are designed for real-world use. The website reflects MDEC’s commitment to responsible service– where access, protection, and simplicity work hand in hand.
Challenges
Marshall-DeKalb Electric Cooperative set out to sharpen how visitors move through the website and how quickly they can act on what they need. Their goal centered on intuitive design and easy navigation—ensuring essential services and information feel immediately accessible the moment someone arrives. With a wide range of audiences visiting the site, from members paying bills to families exploring youth programs, the challenge was creating a clear, welcoming structure that serves many needs without feeling overwhelming.Every interaction needed to feel natural and guided, not buried or hard to locate. Key actions such as paying a bill, reporting an outage, or starting service had to be easy to spot without requiring visitors to search through multiple layers of pages. At the same time, MDEC wanted space to highlight important communication priorities like youth opportunities, payment options, and community updates in a way that felt purposeful.
Solutions
Powerful implemented its Sunnybrook blueprint, a promotional layout designed to support clear navigation and highlight essential services. Rather than asking visitors to search for common tasks, the homepage now introduces them in a logical visual order. “Convenient Ways to Pay” leads the experience in the hero, reflecting one of the most frequent reasons members visit the site. A clear call-to-action button gives visitors a direct path forward.From there, the Sunnybrook blueprint continues to guide visitors through a steady rhythm of service and communication. The row of top-task call-to-action buttons offers quick access to Start/Stop Service, Report an Outage, Become a Member, and Engineering Specifications, supporting action without interruption. Promotional sections below extend the narrative beyond transactions. Youth programs and scholarships are featured through “Empowering Local Students,” while cooperative updates appear in the “In the Spotlight” news cards. The “By the Numbers” section provides a simple snapshot of MDEC’s reach, reinforcing the cooperative’s scale in an easy-to-absorb format.
Results
The homepage experience now guides visitors through a clear, intentional flow that mirrors how they naturally look for information. Essential services are easy to spot without competing for attention, helping visitors move forward with confidence instead of hesitation. Payment access feels immediate, while other common actions remain close at hand and clearly defined. Community-focused content now lives within the experience, giving youth programs, updates, and cooperative priorities their own purposeful space. The overall result is a website that feels easier to enter, easier to move through, and easier to understand at every step.Mobile gallery
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Quotes
Team Comments
Marshall-Dekalb Electric Cooperative’s main mission is to provide dependable electricity to their members, and to do that, they needed a dependable site. With their collaboration, we were able to revamp MDEC’s site with one of our promotional blueprints, the Sunnybrook. By providing easy access to top tasks such as Pay Bill and Report a Power Outage, the process to complete those tasks became streamlined for both new and returning site visitors. Pairing these elements with the bold promotional sections truly created a fresh look that I’m sure will serve their cooperative well for years to come!
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