Genesis Website
A solution that supercharged our teams’ capabilities while making it effortless for customers to find what they need.
MY ROLE
I led design direction and experience strategy, ran IA testing to inform navigation and content structure, collaborated with developers and content teams to align UX, tech, and business needs, and drove adoption of the design system and best practices.
MY RESPONSIBILITIES
UX strategy
Discovery
Prototyping
High-fidelity design
Design system
User testing
Stakeholder management
Handoffs & QA
TEAM
Content manager
Full-stack developer x2
Testerz
Designer
TYPE OF WORK
Large scale websites
BEYOND EXPECTATIONS
What began as a simple reskin evolved into a full transformation. Data on site instability, IA testing, and content team pain points revealed the opportunity for a complete rebuild. I led the design direction and partnered across teams to define scope, select a modern tech stack, and position Genesis as a digital leader.
DISCOVERY AND IA TESTING
We audited 96 pages, uncovering duplication across home, business, and enterprise content. Using IA tests with 180 participants, we achieved high success rates on critical tasks like sustainability (79%), bill payment (79%), and moving house (80%). These insights shaped a new global navigation and streamlined content strategy.
DESIGNING FOR ENGAGEMENT
Inspired by tech leaders, rather than energy companies, we shifted toward a storytelling-first approach — showcasing innovation across home, business, and investor audiences. This not only simplified the design process but helped us deliver a stable, future-focused site in just seven months.
EFFICIENCY FOR TEAMS
A major win was transforming content creation workflows. For example: building an online form previously required three days of developer time. Now, content teams can publish within minutes using reusable, branded components. This efficiency freed weeks of capacity and empowered teams to focus on higher-value work.
“It’s so much faster and easier for the content team to update. Modules are way more dynamic, and we no longer need to sink time in writing custom HTML to create specific sections.”
Rachael Loughlin, Head of Digital
IMPACT AND OUTCOMES
98% drop in bounce rate, with increased pages per session — clear evidence of deeper customer engagement.
Significant staff efficiencies in content management and form creation.
Reusable design system foundations, scaling consistency and accelerating future delivery.
I’ve been instrumental in the growth and development of the design system. When I entered the role, there were no established systems and minimal consistency or patterns. Since then, the team has come to rely on the design system to reuse existing elements and guide the creation of new ones — enabling efficiency, scalability, and consistency across all digital products.
