Ameren’s website was last redesigned in 2003, when the internet was used to access simple information. With Web 2.0, customers demand a much more interactive experience: dynamic, user-generated content and the ability to conduct business online.

With a proposed new site design in hand and a recent installation of Microsoft SharePoint Server, RFPs were issued. Despite an original estimate of 14 months, CEO Tom Voss challenged the team to complete the work in five months. Several respected web expert companies expressed initial interest, but in the end declined to bid on the job because they felt our deadline was unattainable. The project entailed not only an entire site re-design using a technology which was largely unproven in implementations of this size, but also new infrastructure and a web content management toolset which was new to Ameren.

The team took an aggressive and creative new approach to typical project management in three primary ways: First, multiple parallel work-streams were initiated for architecture, design, usability and technology. It increased risk, but maximized focus and productivity. Second, most of the 5–month schedule was spent on scoping, performance testing and user testing rather than development. Priorities were set by value. And third, the team was empowered. Morning briefings, a 48-hour decision cycle and project journals were integrated into daily activities. Coordination with internal stakeholders and 3rd parties happened early and issues were resolved weeks prior to the site’s launch date. The project was implemented on time and under budget.

Result? The project enabled more decentralized web content management and allows for quick publish, yet uses master pages, templates and workflow for consistent branding and image, which is important across all Ameren companies. For the customer, there are more interactive features, including social media and extensive use of visual content–videos, banners, and graphics. Ameren customers, job-seekers, business partners and community members now have a richer experience on our sites: more user-friendly, easier to navigate and increasing opportunities to interact with us. For example, a new Business Partners portal offers online, self-service functionality for agents, brokers, consultants, energy efficiency contractors and multi-account managers. In April, a Solar Power portal will be added to the website, which will contain near real-time updates from multiple solar technologies installed on the roof of Ameren's headquarters. This portal will be very interactive and will assist Ameren customers with their personal analysis of solar power technology.

The redesign project has better positioned Ameren to Lead the Way to a Secure Energy Future. We will need to manage through the ever-changing demands of Web 2.0, Rich Internet Application (RIA) content, and more. Despite being at the start of the maturity curve, the technology continues to improve for web site management. At Ameren, the implementation is scalable, and many projects are currently in progress which will extend the core features and also develop targeted business applications.