We utilise Principal Component Analysis to identify and quantify the primary electric potential morphologies during geomagnetic storms. Ordering data from the Super Dual Auroral Radar Network (SuperDARN) by geomagnetic storm phase, we are able to discern changes that occur in association with the development of the storm phases. Along with information on the size of the patterns, the first 6 eigenvectors provide over ~80% of the variability in the morphology, providing us with a robust analysis tool to quantify the main changes in the patterns. Studying the first 6 eigenvectors and their eigenvalues with respect to storm phase shows that the primary changes in the morphologies with respect to storm phase are the convection potential enhancing and the dayside throat rotating from pointing towards the early afternoon sector to being more sunward aligned during the main phase of the storm. We find that the ionospheric electric potential increases through the main phase and then decreases after the end of the main phase is reached. The dayside convection throat points towards the afternoon sector before the main phase and then as the potential increases throughout the main phase, the dayside throat rotates towards magnetic noon. Furthermore, we find that a two cell convection pattern is dominant throughout and that the dusk cell is overall stronger than the dawn cell.