I led the UX and UI design for the complete redesign of the Genesis Energy marketing website. The project was a significant opportunity to modernise the user experience, improve navigation, streamline content, and align the digital presence with the brand’s premium market position — all while supporting the shift to a new technical stack and strengthening how Genesis tells its sustainability story.
Genesis Website
Project background
Brief
Redesign the Genesis Energy marketing website to modernise the user experience, align with a new technical stack, and better reflect the brand’s premium market position.
Context
The existing site was outdated, difficult to navigate, and no longer met the needs of customers or the brand’s evolving digital strategy.
My Role
I was the UX/UI Lead working closely with a Senior Designer and project team. I was responsible for end-to-end UX and UI design, including IA development, user testing, and design system creation.
We started with a content audit and found 96 live pages, many with duplicated or overlapping information. I restructured the IA to simplify and group content more effectively, then validated it through quantitive testing with 176 participants. We saw strong success rates on key journeys like Moving House and Pay My Bill.
A new storytelling framework was also introduced to help bring our purpose — Powering a sustainable and thriving Aotearoa — to life. It gives us a way to share complex sustainability stories, like Huntly Power Station and the energy trilemma, in a clear, engaging way.
Discovery & Strategy
Our design efforts focused on enhancing clarity, accessibility, and alignment with the Genesis brand. We reimagined the site’s navigation to better serve our three core audiences — Residential, Business, and Investors — giving each group a clear, purposeful path into the content that matters to them.
We then defined a set of flexible page templates and built a component-based design system to support fast, consistent page creation. These “Lego-like” building blocks help teams scale content confidently while maintaining visual cohesion and brand integrity.
We also made sure our templates supported storytelling — with thoughtful layouts for content-rich experiences, helping us present complex topics like renewable energy, energy security, and sustainability in a way that’s engaging, educational, and easy to understand.
UX & UI Design
Outcome
The new Genesis Energy website is modern, fast, and intuitive to navigate. It supports our different audiences more effectively, delivers a clean and premium UI, and is significantly easier for internal teams to manage and scale. Content is now streamlined, with no duplication, and built on a flexible design system that sets us up for long-term success.
Importantly, the storytelling framework has given us the tools to lead tricky but necessary conversations around the future of energy in Aotearoa. It helps us communicate the challenges and opportunities of transitioning to renewables — while still ensuring energy reliability — in an open and engaging way that builds trust with our customers.
