Inside DSI’s Electrical Division: How Vertical Integration Powers Better Oilfield Electrical Construction in the Williston Basin

Oilfield electrical construction plays a major role in how wells, facilities, and field systems run every day. In the Williston Basin, long days, harsh weather, and complex sites make electrical work even more demanding. Many companies struggle with delays, miscommunication, and costly rework because the work is spread across multiple contractors.

At DSI, the approach is different. In this article, Northern Region Electrical Manager John Serr explains how DSI’s electrical division uses a fully integrated model to deliver faster, safer, and more reliable results. With more than a decade of experience in the field, John has seen how design, fabrication, automation, and electrical come together to solve real problems for operators. His insight shows why vertical integration is more than a buzzword. It is a practical way to improve quality and reduce downtime for oilfield partners.

This guide is written for readers who want a clear look at DSI’s electrical capabilities, the leadership behind the division, and how a values-driven, employee-owned company delivers better outcomes in the Bakken and beyond.

How Vertical Integration Improves Every Stage of Oilfield Electrical Construction

Vertical integration is more than an internal strategy. It is one of the main reasons DSI can respond quickly and produce high quality work in the field. John describes the benefit simply: when teams design, build, wire, automate, and install together, the workflow is smoother, and lead times shrink.

The Benefits of a Unified Electrical Team

He explains that having electrical, fabrication, controls, and design under one roof removes common points of failure. When work is outsourced, electricians must often pick up where another contractor left off. At DSI, the same team handles the project from start to finish. This reduces delays and keeps the job consistent across every phase.

As John puts it, “We know it from start to finish. We don’t have to pick up where somebody else left off.”

What This Means for Customers

This approach helps customers in three ways:

Faster responses

Electrical crews can move quickly because tools, parts, drawings, and solutions come from inside the company.

Better alignment

Design and fabrication teams build exactly what electricians need, which means systems install cleanly in the field.

Higher reliability

Because DSI builds its own control panels, MCC houses, prefab assemblies, and automated systems, every component is tuned to the standards operators expect.

Vertical integration leads to stronger outcomes, fewer delays, and systems built to last in demanding environments.

A Day in the Field: How DSI Electricians Support Production

DSI electricians work across western North Dakota and into parts of eastern Montana. The work ranges from new construction to upgrades, expansions, and troubleshooting. A typical day starts at the shop, where the team reviews project details and loads materials. From there, they head out to sites to install pipe, run wire, set equipment, hook up panels, and get systems ready to run.

John explains it clearly: employees are the people who “make it happen and keep the wheels spinning” for operators.

Their work ensures wells, facilities, and support systems come online the right way the first time.

This real-world focus matches DSI’s broader mission. As a 100 percent employee-owned company, DSI invests in its people, tools, and processes so field teams have what they need to do great work. The result is a field division built on craftsmanship, pride, and dependability.

Building Better Solutions Through Collaboration and Craftsmanship

One of DSI’s strongest advantages is how closely its teams work together. Electricians collaborate with controls technicians, panel builders, and fabrication experts to design and install systems that fit the exact needs of the operator.

John describes fabrication this way: “If we can think about it, they can do it. If we can dream it, they can do it.”

This collaboration helps in three important ways:

Precise design

Fabrication and controls teams build equipment that matches the field environment, reducing rework and simplifying installs.

Greater efficiency

When designs and builds come from inside the company, electricians spend less time adapting someone else’s work.

Stronger results

Panels, cabinets, and assemblies arrive tested, labeled, and ready for direct installation, which shortens timelines and improves field reliability.

This level of teamwork supports DSI’s commitment to quality and craftsmanship across every job.

Why Customers Choose DSI: Quality, Accountability, and Long-Term Value

When asked why customers choose DSI over other electrical construction companies, John does not talk about price or speed. Instead, he focuses on values, quality, and accountability.

He says, “The customer is always our first point of focus. We want to make sure we turn out a good quality product and do it right the first time.”

This aligns with DSI’s companywide mission. As a faith-based, employee-owned organization, DSI believes in integrity, ownership, and long-term relationships. The company stands behind its work and partners with operators who share those values.

Customers also choose DSI because the company is built for the long run. With operations across major oil regions and more than 25 years of experience, DSI offers both scale and stability. The electrical division is part of a larger system that includes automation, fabrication, control panels, mechanical services, and turnkey field solutions. This full-service model reduces downtime and gives operators a partner who can handle complex, multi-discipline projects.

Innovation on the Ground: Regenerative Drives and Forward-Looking Technology

DSI is known for craftsmanship, but the company is also focused on innovation. One example is the regenerative drive systems now being developed and deployed in the field. John describes early conversations about capturing and reusing energy on well pads. Soon after, Rockwell released new regenerative drive technology that made the idea a reality.

John sees regenerative systems as a major step forward for the region. They help reduce power waste, support carbon reduction goals, and improve the long-term efficiency of pumping and automation systems. He believes this technology will become an even bigger part of DSI’s work as the industry continues to evolve.

This outlook reflects DSI’s broader vision. As the Executive Summary explains, DSI embraces advanced controls, automation, engineering, and AI driven tools that help customers operate safer and smarter. Innovation is not separate from field work. It supports the craftsmen who build and maintain the systems operators rely on every day.

A Culture of Growth, Ownership, and Opportunity

John Serr’s career shows how DSI invests in its people. He started as an apprentice and grew into a leadership role, a path that reflects DSI’s commitment to promoting from within. Serr says employees can clearly see their future because many leaders have walked the same path. “They can’t say it doesn’t happen, because I’m proof that it does.”

DSI’s employee stock ownership program reinforces that long-term opportunity. As employees grow, they also build real ownership, strengthening pride and performance.

This culture, rooted in faith, integrity, long-term relationships, and doing the right thing is what sets DSI apart. These values show up daily in the field, guiding how teams work and how projects are delivered.

Conclusion

Oilfield electrical construction requires precision, speed, and a deep understanding of how systems work together in real environments. In the Williston Basin, these pressures are even greater. DSI’s vertical integration helps meet these challenges by uniting design, fabrication, automation, and electrical under one coordinated system.

With leaders like John Serr, teams bring both craftsmanship and innovation to every project. From regenerative drive systems to MCC houses, field wiring, and turnkey installs, DSI provides solutions built to reduce downtime and support steady operations.

This commitment to quality, accountability, and long term partnership is why operators across the region continue to trust DSI. The work is not just about completing a project. It is about building something that lasts, together.

About the Guest

John Serr is the Head of Electrical for the Northern Region at Design Solutions & Integration. With more than a decade of experience at DSI, he has worked from apprentice to regional leadership. John oversees field electrical work across western North Dakota and parts of eastern Montana, supporting the design, installation, and integration of systems used by major oilfield operators.

About the Company

Design Solutions & Integration (DSI) is a faith based, 100 percent employee-owned company with more than 25 years of experience in the oil and gas industry. With 125 employees and operations across the Bakken and Permian Basin, DSI delivers electrical, automation, fabrication, engineering, and turnkey field services. The company focuses on integrity, long term partnerships, and high-quality solutions built through a vertically integrated model. Learn more at www.relyondsi.com.