Energy IQ
A web and native iOS and Android app that allows customers to make smarter energy choices, putting control in their hands.
MY ROLE
I lead UX strategy and design direction for the Genesis app, simplifying self-service, streamlining UI patterns, and driving design system adoption.
MY RESPONSIBILITIES
UX strategy
Discovery
Prototyping
High-fidelity design
Design system
User testing
Stakeholder management
Handoffs & QA
TEAM
Designer
Product owner
Business analyst
Backend developer
Integration developer
Frontend developer
iOS developer
Android developer
Tester
Automation tester
TYPE OF WORK
Mobile Apps
Since joining the Genesis app squads in 2022, one of my focuses has been making the app simpler, more consistent, and more self-service–driven. When I first came in, customers were greatly relying on call centres for basic tasks, and the app itself was a patchwork of clunky, one-off designs. There was little consistency, and no design system to support growth. My role quickly became about untangling that complexity—improving self-service so customers could get things done confidently, while also laying the foundations for scalable, predictable design patterns.
One of the biggest challenges I tackled was Power Shout, a key value proposition for Genesis where customers earn and use free power. The old interface was unstable and confusing, and customers often weren’t sure how to book their hours. I ran collaborative sessions with stakeholders, tested concepts with customers, and worked closely with product and engineering to land on a simplified, cohesive redesign.
The results spoke for themselves: 85% of customers rated the new booking experience as easy or very easy, and the work went on to win Best Overall Loyalty Program at the Asia Pacific Loyalty Awards. Looking ahead, we’re extending Power Shout with features like recurring offers and Eco Hours, designed to encourage both loyalty and sustainable energy use.
“I just think you guys have made it way easier, clearer and smoother. Super intuitive, what's not to love”
Ria Peters, Product Owner
While Power Shout was a high-visibility project, a quieter but equally important area was profile management. At the time, customers couldn’t update basic details themselves, which meant avoidable support calls for low-value tasks. I worked on aligning parity across platforms and introducing digital self-service flows. These changes are expected to significantly reduce call volume, and we’ll be tracking call data post-launch to measure the impact.
Running alongside these projects has been my ongoing work on the design system. When I joined, there wasn’t much of one—teams were reinventing components on the fly, which slowed delivery and created inconsistent experiences. I’ve helped grow and embed a design system that now underpins much of our work. It’s allowed teams to reuse established patterns or build new ones in a way that’s scalable, efficient, and consistent across the app.
What ties all of this together is a shift from fragmented, one-off solutions to a more strategic, system-led approach. By focusing on self-service, simplification, and consistency, we’ve improved the experience for customers, reduced operational overhead for the business, and created a solid foundation for future growth.
