Kiss oil goodbye
Join the Electric Revolution and “Kiss oil goodbye”. Inspiring New Zealanders that their actions matter.
BEST AWARD WINNER
MY ROLE
I collaborated with content, brand, and development teams to redesign Mercury’s website, improve the IA and bring the “Kiss Oil Goodbye” campaign to life.
WHAT I DID
UX strategy
Discovery
Prototyping
High-fidelity design
Design system
User testing
Stakeholder management
Handoffs & QA
TEAM
Designer
Content manager
Backend developer
Frontend developer x2
Tester
TYPE OF WORK
Large websites
Bringing Mercury’s electrification story to life
Without a physical retail presence, Mercury’s website is a critical customer touchpoint — acting as both a shop window for the brand and a practical tool for customers to find energy plans, manage their needs and explore its sustainability initiatives.
The “Kiss Oil Goodbye” electrification initiative presented an opportunity to revitalise the website experience, and bring that story to life.
01 — The challenge
Making a critical customer touchpoint work harder
Without physical stores, Mercury relied on its website to help customers find the right energy plan, explore rewards, discover sustainability initiatives and join the company.
However, customer research revealed that important information wasn't always easy to find. Navigation and content pathways needed to better reflect how customers thought about and searched for information.
The challenge was to improve information architecture and findability, simplify page templates and reusable components, and maintain the vibrant brand personality that set Mercury apart.
02 — Improving findability
Designing around customer expectations
I used information architecture testing to understand how customers expected to navigate the website and where existing pathways were falling short. The findings highlighted opportunities to simplify navigation and make key information easier to find, informing a revised information architecture based on customer needs rather than internal business structures.
03 — Bringing the brand to life
Making electrification more engaging
The “Kiss Oil Goodbye” electrification campaign was an opportunity to bring Mercury's sustainability story to life in a more engaging and memorable way.
We created a giant interactive illustrated carousel as the centrepiece of the campaign experience.
Customers could click between campaign stories, with the expansive illustration animating horizontally to reveal each new scene. This created a connected visual narrative around moving away from oil and embracing electrification, making the campaign message easier to explore and digest.
The experience brought Mercury's brand personality to the forefront while maintaining quick access to core tasks and information.
04 — The outcome
A more usable and distinctive website
In 12 short weeks, we transformed how customers navigated and experienced Mercury's website. Information architecture testing informed clearer pathways to key content, contributing to a 19% improvement in findability. The redesigned website also brought Mercury's brand personality and electrification story to life, winning a Best Award in the Large Scale Websites category.
The “Kiss Oil Goodbye” experience showed how the website could do more than support everyday customer tasks. Through distinctive, interactive design, it became a platform for communicating Mercury's vision for electrification in a way that was engaging, accessible and unmistakably Mercury.
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Origin App
Mercury website
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Mercury app