Online Retail

Below is an overview of my online retail experience and successes.

See more detailed case studies.


Since 2009, New Zealand based Powershop has shaken the foundations of the domestic electricity market by delivering lower power costs and higher satisfaction to customers with its unique cloud platform. What was was once one of the most unreformed and regulated electricity markets in the world is now one of the most competitive, transparent and innovative.

daily1As the Head of Design & UX, my team contributed to the following results:

NPS (Net Promoter Score): The benchmark for electricity retailers as a whole is -40. Powershop’s NPS score is a stunning +45 (2015).

Powershop’s customer satisfaction rating from Consumer NZ has been over 90% for five years running.

Powershop’s outstanding customer experience has attracted the attention of big energy retailers around the world, and is now preparing to launch in the UK.

Fast, Fresh & Tasty

This popular recipe app was created to help food brands get a deeper connection with consumers; and to help New Zealanders expand their repertoire of weeknight meals using local products.

Fast Fresh Tasty - iPh InfoDesign v10_Page_7As the lead UX designer on this project, I contributed to the following results:

The app reached number one in the New Zealand app store within hours of release, and has reappeared there many times since.

Customers are using the app 13 times a month to decide what’s for dinner tonight.

Engagement of the app has not waned over the four years it has been in market.

Fly Buys

Fly Buys is New Zealand’s leading loyalty programme and is managed by Loyalty New Zealand. Fly Buys members receive points for shopping at participating stores, which they can then use to redeem a variety of online rewards from coffee machines to television sets.

As the Design & UX Manager, my team contributed to the following results when the Fly Buys website was substantially redesigned in 2001:

fly-buysIn the months following the redesign, visits to the site increased by 150%.

In addition users were spending longer on the site, with 40% of users staying six minutes or more per visit.

Independent research showed that users were having a satisfactory experience during their visit and were prepared to explore the information and services on offer.

There was a dramatic increase in users viewing rewards, members requesting rewards, and new users becoming Fly Buys members.

Mitre 10

Mitre 10 is a major New Zealand chain of home improvement stores established in June 1974. It functions as a co-operative, with over 80 stores run by 60 local owner-operators.

As a UX consultant on this project, I contributed to the following results when I conducted a usability and statistics audit of their online store:

My audit found that over 90% of customers were leaving part-way through their online shopping experience.

Using my recommendations, Mitre 10 changed the design by simplifying the navigation, following usability best practices for online shopping (at that time) and reorganising the website’s content.

In the following months visitor numbers gradually grew and almost doubled.

Mitre 10 also saw a substantial increase users signing up to receive newsletters by email.

Online sales increased.