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Utilities case study: A digital transformation celebration — the ENMAX story
How Fishtank and ENMAX delivered a full-scale digital transformation on SitecoreAI (formally XM Cloud), and walked away with two industry awards.
Utility digital transformation expertise
Fishtank has deep roots in the utility sector. We work with multiple utility customers across North America, and we've built genuine expertise in utility digital transformation and utility customer experience: public-facing websites, authenticated customer portals, legacy system modernization, and composable DXP architecture. If you're a utility looking at how to overhaul the way your customers interact with you, this is the kind of work we do. The ENMAX story is proof. You can see the full ENMAX case study on our website. Here's how we delivered a full-scale digital transformation for one of Alberta's largest utility providers — and what came out of it.
Video case study
We're proud of this work. Proud enough that Sitecore created a video case study around it. A huge shoutout to Michelle Freer, ENMAX's Manager of Digital Experience, for spearheading the transformation on the ENMAX side, and to the Fishtank team who delivered it.
Watch: How ENMAX transformed their digital experience with Sitecore
The transformation project
ENMAX is a utility company powering the province of Alberta in a deregulated, competitive energy market. They needed to differentiate. Maximize conversion and retention. Lower cost of service. And fundamentally change how customers interact with them, both on the public-facing utility website and behind authentication. The old technology stack was holding them back. As Michelle puts it:
We were using an old technology stack and we were using it in ways that it was not meant to be. Everything was requiring custom code. We had to redo things even if it was very similar in nature to something we had just done the week prior.
Fishtank partnered with ENMAX to deliver a modern digital platform built on Sitecore XM Cloud and Next.js, hosted on Vercel. Two major workstreams defined the transformation.
The public-facing website (enmax.com)
In a competitive market, a utility website redesign has to serve multiple stakeholders across the business. Historical customer data, contracts, and agreements were managed through complicated backend systems. ENMAX was retiring their native mobile apps in favor of a modern, responsive mobile experience with biometric authentication. The site had to be performant, easy to use, and accessible, and it had to reflect the kind of organization ENMAX is becoming.
The authenticated portal (MyAccount)
A customer self-service portal for account management, usage tracking, and billing, built on CIAM authentication with complex backend integrations to ENMAX's ERP systems. This is where the personalized experience mattered most.
A big one that we really wanted to offer was personalized experiences for our customers. One of the exciting things that we're able to accomplish is a new digital experience for our customers using their insights. We are able to offer customers an ability to track and trace their utilities usage in different ways than they have before.
The modern DXP platform and its composable architecture made the difference here. Components designed for one use case could be replicated and reused across the platform, delivering faster delivery, lower cost, and a more consistent experience for customers.
With the new technology stack, we're able to offer our business stakeholders much quicker response times to the things that they want. In addition to that, we're also able to offer a lot of different customer experiences online through our digital channels.
The results
On time. On budget. Key KPIs proven. The platform built credibility across the business, and the outcomes went beyond the technical delivery. The outcome I'm most proud of: ENMAX built an internal agency model around the platform. The CMS and DXP were simple and efficient enough that ENMAX stood up their own team to manage day-to-day execution. Instead of relying on Fishtank for everything, they could manage the work, execute at speed, and say yes to the business far more than they ever could before. That's the kind of result that proves the platform actually works. As Michelle said:
Using Sitecore has been transformative for not only our business but also our operations. That is really great for both our business and our customers.
Award-winning utility modernization
The ENMAX project earned recognition across multiple award categories. Two awards tied to one project. That's a good day.
2025 Sitecore Partner Experience Award — Strategic Excellence (Fishtank)
This award recognized the full scope of what the ENMAX transformation demanded: the authenticated portal experience, backend connectivity, the public-facing website, and the sheer volume of APIs and legacy integrations we wired together, including complicated SKUs that most teams wouldn't touch. A big moment for our team to be recognized for this kind of complex, multi-pillar work.
2025 Sitecore Digital Impact Award — Digital Experience Leadership Finalist (Michelle Freer)
Michelle was individually recognized as a finalist in the Digital Experience Leadership category. This award celebrates leaders who drove digital transformations with tangible results. Michelle's nomination highlighted her partnership with Fishtank on the ENMAX deployment, specifically the improvements in productivity, efficiency, platform engagement, and performance that came out of it. Well-deserved recognition for someone who drove this transformation with conviction.
2024 Sitecore Experience Awards — Transformation Finalist (ENMAX)
Worth noting: ENMAX was named a Transformation award finalist based on phase 1 of the public website alone. The project was getting recognized before we even finished building it.
Presenting at Sitecore symposium
Michelle and I presented together at Sitecore Symposium, sharing the ENMAX story on a global stage. Our topic: the transformational benefits of SitecoreAI across marketing teams, technology teams, operations, and innovation. I'm always competitive. I always like to win. Our session was the most well-attended session of its time block. Good content draws a crowd. 
ENMAX got to share their transformation story with a global audience, and the response reinforced what we already knew: this kind of utility modernization resonates with organizations everywhere.
Start your utility transformation
We're proud of the work we did with ENMAX and the shared success that came out of it. The utility space is fascinating to work in. Complex, high-stakes, and full of opportunity for organizations ready to modernize. Fishtank has multiple utility customers, and speaking from firsthand experience, I expect more award winners from this space soon. If you're in the utility space and want to talk about digital transformation, modernization, overhauling how your customers interact with you, or rebuilding both public-facing and authenticated experiences, let's chat. As a Sitecore implementation partner with deep research and insight into this space, your next transformation starts here. Please contact us at Fishtank for an open and honest discussion. We'd love to hear what you're working on.