MLGW App is Mostly Useful, but Somewhat Unusable

Hey, Another Electric Utility Launched an App!

First, I want to applaud our peers at Memphis Light Gas & Water for launching their first mobile app. As someone who’s actively involved at AEP building out our mobile strategy and determining the feasibility of adding rich features in a mobile web or app environment, I know that it’s a challenge on many fronts: determining the features customers want, deploying the development resources committed to building an app (whether outsourced or in-house), and crafting a user experience that is usable in the confines of a mobile phone’s small screen.

Unfortunately, the app falls short in some areas of usability and customer features, which I’ll discuss below. I offer my critique as constructive to our friends at MLGW, and not bashing or berating in any way.

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