2026© Simon Fairhurst
Lead Digital Product Designer · 15+ years experience
Currently Design Director @ Series Eight
Manchester, UK
07:59:12
Selected Work
Most recent first
2025
CARV
CHALLENGE
Carv was positioned primarily for expert skiers, limiting broader adoption as the brand expanded into a more mainstream, consumer audience.
MY APPROACH
Simplified IA and restructured journeys to support multiple skill levels, introducing a modular system for ongoing optimisation and scalable growth.
RESULTS
+9% product page conversion via A/B testing Improved clarity across audiences Built a scalable system for continuous optimisation
PLATFORM
D2C product & marketing site
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design and PM
PROCESS
Research and audits → IA restructure → Modular design system → A/B testing
2025
CARV
CHALLENGE
Carv was positioned primarily for expert skiers, limiting broader adoption as the brand expanded into a more mainstream, consumer audience.
MY APPROACH
Simplified IA and restructured journeys to support multiple skill levels, introducing a modular system for ongoing optimisation and scalable growth.
RESULTS
+9% product page conversion via A/B testing Improved clarity across audiences Built a scalable system for continuous optimisation
PLATFORM
D2C product & marketing site
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design and PM
PROCESS
Research and audits → IA restructure → Modular design system → A/B testing
2025
CARV
CHALLENGE
Carv was positioned primarily for expert skiers, limiting broader adoption as the brand expanded into a more mainstream, consumer audience.
MY APPROACH
Simplified IA and restructured journeys to support multiple skill levels, introducing a modular system for ongoing optimisation and scalable growth.
RESULTS
+9% product page conversion via A/B testing Improved clarity across audiences Built a scalable system for continuous optimisation
PLATFORM
D2C product & marketing site
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design and PM
PROCESS
Research and audits → IA restructure → Modular design system → A/B testing
2025
CARV
CHALLENGE
Carv was positioned primarily for expert skiers, limiting broader adoption as the brand expanded into a more mainstream, consumer audience.
MY APPROACH
Simplified IA and restructured journeys to support multiple skill levels, introducing a modular system for ongoing optimisation and scalable growth.
RESULTS
+9% product page conversion via A/B testing Improved clarity across audiences Built a scalable system for continuous optimisation
PLATFORM
D2C product & marketing site
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design and PM
PROCESS
Research and audits → IA restructure → Modular design system → A/B testing
2025
Outside-In
CHALLENGE
Launching a premium beauty brand in a saturated market, where online conversion depended on customers confidently selecting the right foundation shade.
MY APPROACH
Reduced purchase friction by introducing a guided shade finder and simplifying product comparison to support confident decision making within a premium DTC experience.
RESULTS
$60k revenue in first 7 days Reduced shade selection friction Increased purchase confidence
PLATFORM
D2C beauty e-commerce
TIMELINE
6 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Development, PM
PROCESS
Research and competitor analysis → Journey redesign → Modular system → Optimisation
2025
Outside-In
CHALLENGE
Launching a premium beauty brand in a saturated market, where online conversion depended on customers confidently selecting the right foundation shade.
MY APPROACH
Reduced purchase friction by introducing a guided shade finder and simplifying product comparison to support confident decision making within a premium DTC experience.
RESULTS
$60k revenue in first 7 days Reduced shade selection friction Increased purchase confidence
PLATFORM
D2C beauty e-commerce
TIMELINE
6 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Development, PM
PROCESS
Research and competitor analysis → Journey redesign → Modular system → Optimisation
2025
Outside-In
CHALLENGE
Launching a premium beauty brand in a saturated market, where online conversion depended on customers confidently selecting the right foundation shade.
MY APPROACH
Reduced purchase friction by introducing a guided shade finder and simplifying product comparison to support confident decision making within a premium DTC experience.
RESULTS
$60k revenue in first 7 days Reduced shade selection friction Increased purchase confidence
PLATFORM
D2C beauty e-commerce
TIMELINE
6 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Development, PM
PROCESS
Research and competitor analysis → Journey redesign → Modular system → Optimisation
2025
Outside-In
CHALLENGE
Launching a premium beauty brand in a saturated market, where online conversion depended on customers confidently selecting the right foundation shade.
MY APPROACH
Reduced purchase friction by introducing a guided shade finder and simplifying product comparison to support confident decision making within a premium DTC experience.
RESULTS
$60k revenue in first 7 days Reduced shade selection friction Increased purchase confidence
PLATFORM
D2C beauty e-commerce
TIMELINE
6 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Development, PM
PROCESS
Research and competitor analysis → Journey redesign → Modular system → Optimisation
2025
MGG
CHALLENGE
As MGG expanded from ski-wear into premium knitwear, the existing online experience lacked cohesion and limited broader fashion appeal.
MY APPROACH
Unified commerce and content into a clearer, premium e-commerce experience that strengthened product storytelling and reduced friction across the buying journey.
RESULTS
+9% purchases +12% newsletter sign-ups –15% product page bounce rate Increased organic traffic to journal content Awwwards Honorable Mention & Ecommerce Honours nomination
PLATFORM
D2C fashion e-commerce
TIMELINE
4 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Development, PM
PROCESS
Research and analytics → Journey redesign → Modular system build → Launch and optimisation
2025
MGG
CHALLENGE
As MGG expanded from ski-wear into premium knitwear, the existing online experience lacked cohesion and limited broader fashion appeal.
MY APPROACH
Unified commerce and content into a clearer, premium e-commerce experience that strengthened product storytelling and reduced friction across the buying journey.
RESULTS
+9% purchases +12% newsletter sign-ups –15% product page bounce rate Increased organic traffic to journal content Awwwards Honorable Mention & Ecommerce Honours nomination
PLATFORM
D2C fashion e-commerce
TIMELINE
4 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Development, PM
PROCESS
Research and analytics → Journey redesign → Modular system build → Launch and optimisation
2025
MGG
CHALLENGE
As MGG expanded from ski-wear into premium knitwear, the existing online experience lacked cohesion and limited broader fashion appeal.
MY APPROACH
Unified commerce and content into a clearer, premium e-commerce experience that strengthened product storytelling and reduced friction across the buying journey.
RESULTS
+9% purchases +12% newsletter sign-ups –15% product page bounce rate Increased organic traffic to journal content Awwwards Honorable Mention & Ecommerce Honours nomination
PLATFORM
D2C fashion e-commerce
TIMELINE
4 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Development, PM
PROCESS
Research and analytics → Journey redesign → Modular system build → Launch and optimisation
2025
MGG
CHALLENGE
As MGG expanded from ski-wear into premium knitwear, the existing online experience lacked cohesion and limited broader fashion appeal.
MY APPROACH
Unified commerce and content into a clearer, premium e-commerce experience that strengthened product storytelling and reduced friction across the buying journey.
RESULTS
+9% purchases +12% newsletter sign-ups –15% product page bounce rate Increased organic traffic to journal content Awwwards Honorable Mention & Ecommerce Honours nomination
PLATFORM
D2C fashion e-commerce
TIMELINE
4 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Development, PM
PROCESS
Research and analytics → Journey redesign → Modular system build → Launch and optimisation
2025
Jonite
CHALLENGE
Jonite needed to reposition for global growth while serving architects, planners, and designers who required fast access to technical specifications alongside strong brand storytelling.
MY APPROACH
Simplified product architecture and unified brand and utility into a scalable platform that improved specification access and reduced friction across complex buyer journeys.
RESULTS
+46% average engagement time 2× increase in contact enquiries (98 in 30 days) Key product pages grew from 908 → 11k visits Awwwards Site of the Day & Developer Award Featured in OFFCUTS and Communication Arts
PLATFORM
B2B product catalogue and brand site
TIMELINE
4 months
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Brand, UX strategy, IA, design system
TEAM
Design, Development, Content, PM
PROCESS
Research and analytics → IA and journey design → System and content build → Launch and optimisation
2025
Jonite
CHALLENGE
Jonite needed to reposition for global growth while serving architects, planners, and designers who required fast access to technical specifications alongside strong brand storytelling.
MY APPROACH
Simplified product architecture and unified brand and utility into a scalable platform that improved specification access and reduced friction across complex buyer journeys.
RESULTS
+46% average engagement time 2× increase in contact enquiries (98 in 30 days) Key product pages grew from 908 → 11k visits Awwwards Site of the Day & Developer Award Featured in OFFCUTS and Communication Arts
PLATFORM
B2B product catalogue and brand site
TIMELINE
4 months
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Brand, UX strategy, IA, design system
TEAM
Design, Development, Content, PM
PROCESS
Research and analytics → IA and journey design → System and content build → Launch and optimisation
2025
Jonite
CHALLENGE
Jonite needed to reposition for global growth while serving architects, planners, and designers who required fast access to technical specifications alongside strong brand storytelling.
MY APPROACH
Simplified product architecture and unified brand and utility into a scalable platform that improved specification access and reduced friction across complex buyer journeys.
RESULTS
+46% average engagement time 2× increase in contact enquiries (98 in 30 days) Key product pages grew from 908 → 11k visits Awwwards Site of the Day & Developer Award Featured in OFFCUTS and Communication Arts
PLATFORM
B2B product catalogue and brand site
TIMELINE
4 months
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Brand, UX strategy, IA, design system
TEAM
Design, Development, Content, PM
PROCESS
Research and analytics → IA and journey design → System and content build → Launch and optimisation
2025
Jonite
CHALLENGE
Jonite needed to reposition for global growth while serving architects, planners, and designers who required fast access to technical specifications alongside strong brand storytelling.
MY APPROACH
Simplified product architecture and unified brand and utility into a scalable platform that improved specification access and reduced friction across complex buyer journeys.
RESULTS
+46% average engagement time 2× increase in contact enquiries (98 in 30 days) Key product pages grew from 908 → 11k visits Awwwards Site of the Day & Developer Award Featured in OFFCUTS and Communication Arts
PLATFORM
B2B product catalogue and brand site
TIMELINE
4 months
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Brand, UX strategy, IA, design system
TEAM
Design, Development, Content, PM
PROCESS
Research and analytics → IA and journey design → System and content build → Launch and optimisation
2024
NoTwoWays
CHALLENGE
Launch a new sneaker startup backed by major YouTube creators, including Callux (Sidemen), driving millions of fans to a high-pressure drop that needed to feel immersive and convert instantly under extreme traffic spikes.
MY APPROACH
Balanced creativity with performance, creating an immersive drop experience where fans could explore the story, engage with content, and seamlessly transition into a frictionless, high-speed checkout at launch.
RESULTS
5,000 pairs sold out in 11 minutes (£500k revenue) 150% more stock supported vs previous drop 37k+ pre-launch views via creator & Hypebeast traffic Contributed to £2.3m investment later that year
PLATFORM
D2C fashion e-commerce, drop based
TIMELINE
6 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, release flows
TEAM
Design, Development, PM
PROCESS
Research and drop strategy → Release journey design → Modular system and interactive UI → Launch and optimisation
2024
NoTwoWays
CHALLENGE
Launch a new sneaker startup backed by major YouTube creators, including Callux (Sidemen), driving millions of fans to a high-pressure drop that needed to feel immersive and convert instantly under extreme traffic spikes.
MY APPROACH
Balanced creativity with performance, creating an immersive drop experience where fans could explore the story, engage with content, and seamlessly transition into a frictionless, high-speed checkout at launch.
RESULTS
5,000 pairs sold out in 11 minutes (£500k revenue) 150% more stock supported vs previous drop 37k+ pre-launch views via creator & Hypebeast traffic Contributed to £2.3m investment later that year
PLATFORM
D2C fashion e-commerce, drop based
TIMELINE
6 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, release flows
TEAM
Design, Development, PM
PROCESS
Research and drop strategy → Release journey design → Modular system and interactive UI → Launch and optimisation
2024
NoTwoWays
CHALLENGE
Launch a new sneaker startup backed by major YouTube creators, including Callux (Sidemen), driving millions of fans to a high-pressure drop that needed to feel immersive and convert instantly under extreme traffic spikes.
MY APPROACH
Balanced creativity with performance, creating an immersive drop experience where fans could explore the story, engage with content, and seamlessly transition into a frictionless, high-speed checkout at launch.
RESULTS
5,000 pairs sold out in 11 minutes (£500k revenue) 150% more stock supported vs previous drop 37k+ pre-launch views via creator & Hypebeast traffic Contributed to £2.3m investment later that year
PLATFORM
D2C fashion e-commerce, drop based
TIMELINE
6 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, release flows
TEAM
Design, Development, PM
PROCESS
Research and drop strategy → Release journey design → Modular system and interactive UI → Launch and optimisation
2024
NoTwoWays
CHALLENGE
Launch a new sneaker startup backed by major YouTube creators, including Callux (Sidemen), driving millions of fans to a high-pressure drop that needed to feel immersive and convert instantly under extreme traffic spikes.
MY APPROACH
Balanced creativity with performance, creating an immersive drop experience where fans could explore the story, engage with content, and seamlessly transition into a frictionless, high-speed checkout at launch.
RESULTS
5,000 pairs sold out in 11 minutes (£500k revenue) 150% more stock supported vs previous drop 37k+ pre-launch views via creator & Hypebeast traffic Contributed to £2.3m investment later that year
PLATFORM
D2C fashion e-commerce, drop based
TIMELINE
6 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, release flows
TEAM
Design, Development, PM
PROCESS
Research and drop strategy → Release journey design → Modular system and interactive UI → Launch and optimisation
2023
SmileMakers
CHALLENGE
Sexual wellness felt clinical and awkward online. Smile Makers needed to build trust, simplify discovery, and convert education-driven traffic into confident purchases.
MY APPROACH
Reframed the experience around guided discovery, combining education, a product quiz, and simplified journeys to move users confidently from learning → choosing → buying.
RESULTS
+163k mobile users (13k → 176k) +£168k sales uplift (10k → 178k) Mobile now drives 2.5× more traffic than desktop 9/10 top pages are now product pages Performance scores: 100 best practice · 92 SEO · 96 accessibility
PLATFORM
Shopify Plus, e-commerce, education, quiz
TIMELINE
8 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX, quiz strategy, creative direction
TEAM
Design, Development, Content, PM
PROCESS
Audience research and quiz strategy → Journey and IA design → Quiz and modular system build → Launch and optimisation
2023
SmileMakers
CHALLENGE
Sexual wellness felt clinical and awkward online. Smile Makers needed to build trust, simplify discovery, and convert education-driven traffic into confident purchases.
MY APPROACH
Reframed the experience around guided discovery, combining education, a product quiz, and simplified journeys to move users confidently from learning → choosing → buying.
RESULTS
+163k mobile users (13k → 176k) +£168k sales uplift (10k → 178k) Mobile now drives 2.5× more traffic than desktop 9/10 top pages are now product pages Performance scores: 100 best practice · 92 SEO · 96 accessibility
PLATFORM
Shopify Plus, e-commerce, education, quiz
TIMELINE
8 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX, quiz strategy, creative direction
TEAM
Design, Development, Content, PM
PROCESS
Audience research and quiz strategy → Journey and IA design → Quiz and modular system build → Launch and optimisation
2023
SmileMakers
CHALLENGE
Sexual wellness felt clinical and awkward online. Smile Makers needed to build trust, simplify discovery, and convert education-driven traffic into confident purchases.
MY APPROACH
Reframed the experience around guided discovery, combining education, a product quiz, and simplified journeys to move users confidently from learning → choosing → buying.
RESULTS
+163k mobile users (13k → 176k) +£168k sales uplift (10k → 178k) Mobile now drives 2.5× more traffic than desktop 9/10 top pages are now product pages Performance scores: 100 best practice · 92 SEO · 96 accessibility
PLATFORM
Shopify Plus, e-commerce, education, quiz
TIMELINE
8 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX, quiz strategy, creative direction
TEAM
Design, Development, Content, PM
PROCESS
Audience research and quiz strategy → Journey and IA design → Quiz and modular system build → Launch and optimisation
2023
SmileMakers
CHALLENGE
Sexual wellness felt clinical and awkward online. Smile Makers needed to build trust, simplify discovery, and convert education-driven traffic into confident purchases.
MY APPROACH
Reframed the experience around guided discovery, combining education, a product quiz, and simplified journeys to move users confidently from learning → choosing → buying.
RESULTS
+163k mobile users (13k → 176k) +£168k sales uplift (10k → 178k) Mobile now drives 2.5× more traffic than desktop 9/10 top pages are now product pages Performance scores: 100 best practice · 92 SEO · 96 accessibility
PLATFORM
Shopify Plus, e-commerce, education, quiz
TIMELINE
8 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
UX, quiz strategy, creative direction
TEAM
Design, Development, Content, PM
PROCESS
Audience research and quiz strategy → Journey and IA design → Quiz and modular system build → Launch and optimisation
2023
DIMO
CHALLENGE
DIMO was positioned for crypto-native early adopters but needed to evolve into a trusted, mainstream platform for everyday drivers.
MY APPROACH
Clarified positioning and simplified the web experience to support broader adoption, creating a scalable foundation for growth beyond the crypto audience.
RESULTS
180,000+ connected vehicles globally $20.6m raised to date 300+ third-party apps in ecosystem $242m trailing 12-month revenue Established a clearer, consumer-ready brand for continued scale
PLATFORM
Consumer tech and automotive network
TIMELINE
3 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, IA, design system
TEAM
Design, Copywriting, PM
PROCESS
Research and audience insights → IA and positioning → System and component build → Launch and optimisation
2023
DIMO
CHALLENGE
DIMO was positioned for crypto-native early adopters but needed to evolve into a trusted, mainstream platform for everyday drivers.
MY APPROACH
Clarified positioning and simplified the web experience to support broader adoption, creating a scalable foundation for growth beyond the crypto audience.
RESULTS
180,000+ connected vehicles globally $20.6m raised to date 300+ third-party apps in ecosystem $242m trailing 12-month revenue Established a clearer, consumer-ready brand for continued scale
PLATFORM
Consumer tech and automotive network
TIMELINE
3 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, IA, design system
TEAM
Design, Copywriting, PM
PROCESS
Research and audience insights → IA and positioning → System and component build → Launch and optimisation
2023
DIMO
CHALLENGE
DIMO was positioned for crypto-native early adopters but needed to evolve into a trusted, mainstream platform for everyday drivers.
MY APPROACH
Clarified positioning and simplified the web experience to support broader adoption, creating a scalable foundation for growth beyond the crypto audience.
RESULTS
180,000+ connected vehicles globally $20.6m raised to date 300+ third-party apps in ecosystem $242m trailing 12-month revenue Established a clearer, consumer-ready brand for continued scale
PLATFORM
Consumer tech and automotive network
TIMELINE
3 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, IA, design system
TEAM
Design, Copywriting, PM
PROCESS
Research and audience insights → IA and positioning → System and component build → Launch and optimisation
2023
DIMO
CHALLENGE
DIMO was positioned for crypto-native early adopters but needed to evolve into a trusted, mainstream platform for everyday drivers.
MY APPROACH
Clarified positioning and simplified the web experience to support broader adoption, creating a scalable foundation for growth beyond the crypto audience.
RESULTS
180,000+ connected vehicles globally $20.6m raised to date 300+ third-party apps in ecosystem $242m trailing 12-month revenue Established a clearer, consumer-ready brand for continued scale
PLATFORM
Consumer tech and automotive network
TIMELINE
3 weeks
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, IA, design system
TEAM
Design, Copywriting, PM
PROCESS
Research and audience insights → IA and positioning → System and component build → Launch and optimisation
2022
Florence by Mills Coffee
CHALLENGE
Launch a new D2C coffee line under a globally recognised lifestyle brand, converting highly engaged social traffic into bundle, subscription, and drop-based purchases.
MY APPROACH
Translated a strong social brand into a high-performing commerce experience, simplifying bundles and subscriptions while optimising for drop moments and traffic spikes.
RESULTS
Converted high-volume TikTok traffic into 3.5–4% site-wide conversion $500k+ monthly online revenue Optimised bundle & subscription flows for drop-based purchasing Supported retail expansion into Walmart
PLATFORM
E-commerce microsite
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, IA
TEAM
Design, PM
PROCESS
Brand and audience research → IA and product structure → UI system build → Launch and optimisation
2022
Florence by Mills Coffee
CHALLENGE
Launch a new D2C coffee line under a globally recognised lifestyle brand, converting highly engaged social traffic into bundle, subscription, and drop-based purchases.
MY APPROACH
Translated a strong social brand into a high-performing commerce experience, simplifying bundles and subscriptions while optimising for drop moments and traffic spikes.
RESULTS
Converted high-volume TikTok traffic into 3.5–4% site-wide conversion $500k+ monthly online revenue Optimised bundle & subscription flows for drop-based purchasing Supported retail expansion into Walmart
PLATFORM
E-commerce microsite
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, IA
TEAM
Design, PM
PROCESS
Brand and audience research → IA and product structure → UI system build → Launch and optimisation
2022
Florence by Mills Coffee
CHALLENGE
Launch a new D2C coffee line under a globally recognised lifestyle brand, converting highly engaged social traffic into bundle, subscription, and drop-based purchases.
MY APPROACH
Translated a strong social brand into a high-performing commerce experience, simplifying bundles and subscriptions while optimising for drop moments and traffic spikes.
RESULTS
Converted high-volume TikTok traffic into 3.5–4% site-wide conversion $500k+ monthly online revenue Optimised bundle & subscription flows for drop-based purchasing Supported retail expansion into Walmart
PLATFORM
E-commerce microsite
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, IA
TEAM
Design, PM
PROCESS
Brand and audience research → IA and product structure → UI system build → Launch and optimisation
2022
Florence by Mills Coffee
CHALLENGE
Launch a new D2C coffee line under a globally recognised lifestyle brand, converting highly engaged social traffic into bundle, subscription, and drop-based purchases.
MY APPROACH
Translated a strong social brand into a high-performing commerce experience, simplifying bundles and subscriptions while optimising for drop moments and traffic spikes.
RESULTS
Converted high-volume TikTok traffic into 3.5–4% site-wide conversion $500k+ monthly online revenue Optimised bundle & subscription flows for drop-based purchasing Supported retail expansion into Walmart
PLATFORM
E-commerce microsite
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, IA
TEAM
Design, PM
PROCESS
Brand and audience research → IA and product structure → UI system build → Launch and optimisation
2022
Holidaily Brewery
CHALLENGE
As one of the first dedicated gluten-free craft breweries in the US, Holidaily needed a D2C platform that clearly differentiated its product, celebrated its proudly American roots, and converted a niche but passionate audience online
MY APPROACH
Aligned bold brand storytelling with structured product architecture, making seasonal releases and core beers easy to explore and purchase while reinforcing first-mover credibility in the category.
RESULTS
Launched a scalable D2C platform for one of the first gluten-free breweries in the US Improved clarity across rotating seasonal and core SKUs Enabled direct online sales beyond taproom distribution Supported national visibility, including major podcast features (e.g. Joe Rogan)
PLATFORM
E-commerce and brand showcase
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, IA
TEAM
Design, Development, Brand, PM
PROCESS
Brand research and personas → IA and tone of voice → UI system build → Launch and optimisation
2022
Holidaily Brewery
CHALLENGE
As one of the first dedicated gluten-free craft breweries in the US, Holidaily needed a D2C platform that clearly differentiated its product, celebrated its proudly American roots, and converted a niche but passionate audience online
MY APPROACH
Aligned bold brand storytelling with structured product architecture, making seasonal releases and core beers easy to explore and purchase while reinforcing first-mover credibility in the category.
RESULTS
Launched a scalable D2C platform for one of the first gluten-free breweries in the US Improved clarity across rotating seasonal and core SKUs Enabled direct online sales beyond taproom distribution Supported national visibility, including major podcast features (e.g. Joe Rogan)
PLATFORM
E-commerce and brand showcase
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, IA
TEAM
Design, Development, Brand, PM
PROCESS
Brand research and personas → IA and tone of voice → UI system build → Launch and optimisation
2022
Holidaily Brewery
CHALLENGE
As one of the first dedicated gluten-free craft breweries in the US, Holidaily needed a D2C platform that clearly differentiated its product, celebrated its proudly American roots, and converted a niche but passionate audience online
MY APPROACH
Aligned bold brand storytelling with structured product architecture, making seasonal releases and core beers easy to explore and purchase while reinforcing first-mover credibility in the category.
RESULTS
Launched a scalable D2C platform for one of the first gluten-free breweries in the US Improved clarity across rotating seasonal and core SKUs Enabled direct online sales beyond taproom distribution Supported national visibility, including major podcast features (e.g. Joe Rogan)
PLATFORM
E-commerce and brand showcase
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, IA
TEAM
Design, Development, Brand, PM
PROCESS
Brand research and personas → IA and tone of voice → UI system build → Launch and optimisation
2022
Holidaily Brewery
CHALLENGE
As one of the first dedicated gluten-free craft breweries in the US, Holidaily needed a D2C platform that clearly differentiated its product, celebrated its proudly American roots, and converted a niche but passionate audience online
MY APPROACH
Aligned bold brand storytelling with structured product architecture, making seasonal releases and core beers easy to explore and purchase while reinforcing first-mover credibility in the category.
RESULTS
Launched a scalable D2C platform for one of the first gluten-free breweries in the US Improved clarity across rotating seasonal and core SKUs Enabled direct online sales beyond taproom distribution Supported national visibility, including major podcast features (e.g. Joe Rogan)
PLATFORM
E-commerce and brand showcase
TIMELINE
2 week sprint
AGENCY
Series Eight
TITLE
Design Director
OWNERSHIP
Creative direction, UX, IA
TEAM
Design, Development, Brand, PM
PROCESS
Brand research and personas → IA and tone of voice → UI system build → Launch and optimisation
2022
Cowboy
CHALLENGE
Servicing information was fragmented, making it difficult for riders to find workshops, understand coverage, or manage bike care.
MY APPROACH
Centralised support into a dedicated service hub, restructuring information architecture to reduce friction and improve workshop discovery.
RESULTS
Reduced friction across post-purchase journeys Improved workshop discoverability and service clarity Enabled scalable self-serve support model Created foundation for future account-based support features
PLATFORM
D2C e-commerce and support
TIMELINE
2 week sprint
AGENCY
DEPT®
TITLE
Principal UI Designer
OWNERSHIP
UX and UI design
TEAM
Design, PM
PROCESS
Research and support insights → IA restructure → Component system build → Launch and optimisation
2022
Cowboy
CHALLENGE
Servicing information was fragmented, making it difficult for riders to find workshops, understand coverage, or manage bike care.
MY APPROACH
Centralised support into a dedicated service hub, restructuring information architecture to reduce friction and improve workshop discovery.
RESULTS
Reduced friction across post-purchase journeys Improved workshop discoverability and service clarity Enabled scalable self-serve support model Created foundation for future account-based support features
PLATFORM
D2C e-commerce and support
TIMELINE
2 week sprint
AGENCY
DEPT®
TITLE
Principal UI Designer
OWNERSHIP
UX and UI design
TEAM
Design, PM
PROCESS
Research and support insights → IA restructure → Component system build → Launch and optimisation
2022
Cowboy
CHALLENGE
Servicing information was fragmented, making it difficult for riders to find workshops, understand coverage, or manage bike care.
MY APPROACH
Centralised support into a dedicated service hub, restructuring information architecture to reduce friction and improve workshop discovery.
RESULTS
Reduced friction across post-purchase journeys Improved workshop discoverability and service clarity Enabled scalable self-serve support model Created foundation for future account-based support features
PLATFORM
D2C e-commerce and support
TIMELINE
2 week sprint
AGENCY
DEPT®
TITLE
Principal UI Designer
OWNERSHIP
UX and UI design
TEAM
Design, PM
PROCESS
Research and support insights → IA restructure → Component system build → Launch and optimisation
2022
Cowboy
CHALLENGE
Servicing information was fragmented, making it difficult for riders to find workshops, understand coverage, or manage bike care.
MY APPROACH
Centralised support into a dedicated service hub, restructuring information architecture to reduce friction and improve workshop discovery.
RESULTS
Reduced friction across post-purchase journeys Improved workshop discoverability and service clarity Enabled scalable self-serve support model Created foundation for future account-based support features
PLATFORM
D2C e-commerce and support
TIMELINE
2 week sprint
AGENCY
DEPT®
TITLE
Principal UI Designer
OWNERSHIP
UX and UI design
TEAM
Design, PM
PROCESS
Research and support insights → IA restructure → Component system build → Launch and optimisation
2021-2022
Nikon
CHALLENGE
Nikon’s European presence was fragmented across regional sites, creating inconsistent user journeys and limited visibility across markets.
MY APPROACH
Consolidated 36 markets into a unified, scalable platform, simplifying journeys and introducing a centralised commerce and content system to enable data-led optimisation.
RESULTS
Unified 36 markets into a single commerce platform Improved conversion through clearer, standardised journeys Reduced operational overhead via centralised governance Created a scalable foundation for ongoing CRO across Europe
PLATFORM
Enterprise e-commerce and content platform
TIMELINE
Multi phase programme
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
Creative direction, UX strategy, IA, design systems
TEAM
Design, Copywriting, Data, Development, Marketing, PM
PROCESS
Research and stakeholder alignment → IA and platform strategy → Design system and UX build → Performance optimisation
2021-2022
Nikon
CHALLENGE
Nikon’s European presence was fragmented across regional sites, creating inconsistent user journeys and limited visibility across markets.
MY APPROACH
Consolidated 36 markets into a unified, scalable platform, simplifying journeys and introducing a centralised commerce and content system to enable data-led optimisation.
RESULTS
Unified 36 markets into a single commerce platform Improved conversion through clearer, standardised journeys Reduced operational overhead via centralised governance Created a scalable foundation for ongoing CRO across Europe
PLATFORM
Enterprise e-commerce and content platform
TIMELINE
Multi phase programme
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
Creative direction, UX strategy, IA, design systems
TEAM
Design, Copywriting, Data, Development, Marketing, PM
PROCESS
Research and stakeholder alignment → IA and platform strategy → Design system and UX build → Performance optimisation
2021-2022
Nikon
CHALLENGE
Nikon’s European presence was fragmented across regional sites, creating inconsistent user journeys and limited visibility across markets.
MY APPROACH
Consolidated 36 markets into a unified, scalable platform, simplifying journeys and introducing a centralised commerce and content system to enable data-led optimisation.
RESULTS
Unified 36 markets into a single commerce platform Improved conversion through clearer, standardised journeys Reduced operational overhead via centralised governance Created a scalable foundation for ongoing CRO across Europe
PLATFORM
Enterprise e-commerce and content platform
TIMELINE
Multi phase programme
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
Creative direction, UX strategy, IA, design systems
TEAM
Design, Copywriting, Data, Development, Marketing, PM
PROCESS
Research and stakeholder alignment → IA and platform strategy → Design system and UX build → Performance optimisation
2021-2022
Nikon
CHALLENGE
Nikon’s European presence was fragmented across regional sites, creating inconsistent user journeys and limited visibility across markets.
MY APPROACH
Consolidated 36 markets into a unified, scalable platform, simplifying journeys and introducing a centralised commerce and content system to enable data-led optimisation.
RESULTS
Unified 36 markets into a single commerce platform Improved conversion through clearer, standardised journeys Reduced operational overhead via centralised governance Created a scalable foundation for ongoing CRO across Europe
PLATFORM
Enterprise e-commerce and content platform
TIMELINE
Multi phase programme
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
Creative direction, UX strategy, IA, design systems
TEAM
Design, Copywriting, Data, Development, Marketing, PM
PROCESS
Research and stakeholder alignment → IA and platform strategy → Design system and UX build → Performance optimisation
2020-2021
Formula E
CHALLENGE
Formula E needed a digital layer beyond the main site to turn race viewers into active, engaged fans.
MY APPROACH
Designed The Paddock as an interactive web app integrating live data, voting, and location-aware features to drive real-time fan participation.
RESULTS
Launched during a 381m global audience season (+20% YoY) Live viewing hours up 58% Enabled real-time fan interaction at scale Established a scalable engagement layer alongside the core platform
PLATFORM
Web app, fan hub
TIMELINE
Multi phase programme
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
Creative direction, UX, design system
TEAM
Design, PM, Development, Data
PROCESS
Fan journey research → IA and real time content strategy → Component and live data system build → Season long optimisation
2020-2021
Formula E
CHALLENGE
Formula E needed a digital layer beyond the main site to turn race viewers into active, engaged fans.
MY APPROACH
Designed The Paddock as an interactive web app integrating live data, voting, and location-aware features to drive real-time fan participation.
RESULTS
Launched during a 381m global audience season (+20% YoY) Live viewing hours up 58% Enabled real-time fan interaction at scale Established a scalable engagement layer alongside the core platform
PLATFORM
Web app, fan hub
TIMELINE
Multi phase programme
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
Creative direction, UX, design system
TEAM
Design, PM, Development, Data
PROCESS
Fan journey research → IA and real time content strategy → Component and live data system build → Season long optimisation
2020-2021
Formula E
CHALLENGE
Formula E needed a digital layer beyond the main site to turn race viewers into active, engaged fans.
MY APPROACH
Designed The Paddock as an interactive web app integrating live data, voting, and location-aware features to drive real-time fan participation.
RESULTS
Launched during a 381m global audience season (+20% YoY) Live viewing hours up 58% Enabled real-time fan interaction at scale Established a scalable engagement layer alongside the core platform
PLATFORM
Web app, fan hub
TIMELINE
Multi phase programme
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
Creative direction, UX, design system
TEAM
Design, PM, Development, Data
PROCESS
Fan journey research → IA and real time content strategy → Component and live data system build → Season long optimisation
2020-2021
Formula E
CHALLENGE
Formula E needed a digital layer beyond the main site to turn race viewers into active, engaged fans.
MY APPROACH
Designed The Paddock as an interactive web app integrating live data, voting, and location-aware features to drive real-time fan participation.
RESULTS
Launched during a 381m global audience season (+20% YoY) Live viewing hours up 58% Enabled real-time fan interaction at scale Established a scalable engagement layer alongside the core platform
PLATFORM
Web app, fan hub
TIMELINE
Multi phase programme
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
Creative direction, UX, design system
TEAM
Design, PM, Development, Data
PROCESS
Fan journey research → IA and real time content strategy → Component and live data system build → Season long optimisation
2021
Destinology
CHALLENGE
Premium travel booking experience was fragmented, content-heavy, and difficult to navigate, limiting discovery and conversion across complex holiday journeys.global sales and simplify discovery across a complex product catalogue.
MY APPROACH
Simplified information architecture and streamlined booking flows, introducing a modular system to improve task completion and support scalable commerce.
RESULTS
User testing showed improved task completion and higher booking intent Validated clearer discovery across complex travel journeys Established scalable UX foundations pre-launch Programme paused due to COVID-related budget shifts
PLATFORM
Travel e-commerce
TIMELINE
9 months
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Copywriting, Development, PM
PROCESS
Research and analytics → UX strategy and IA → Design system build → User testing and optimisation
2021
Destinology
CHALLENGE
Premium travel booking experience was fragmented, content-heavy, and difficult to navigate, limiting discovery and conversion across complex holiday journeys.global sales and simplify discovery across a complex product catalogue.
MY APPROACH
Simplified information architecture and streamlined booking flows, introducing a modular system to improve task completion and support scalable commerce.
RESULTS
User testing showed improved task completion and higher booking intent Validated clearer discovery across complex travel journeys Established scalable UX foundations pre-launch Programme paused due to COVID-related budget shifts
PLATFORM
Travel e-commerce
TIMELINE
9 months
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Copywriting, Development, PM
PROCESS
Research and analytics → UX strategy and IA → Design system build → User testing and optimisation
2021
Destinology
CHALLENGE
Premium travel booking experience was fragmented, content-heavy, and difficult to navigate, limiting discovery and conversion across complex holiday journeys.global sales and simplify discovery across a complex product catalogue.
MY APPROACH
Simplified information architecture and streamlined booking flows, introducing a modular system to improve task completion and support scalable commerce.
RESULTS
User testing showed improved task completion and higher booking intent Validated clearer discovery across complex travel journeys Established scalable UX foundations pre-launch Programme paused due to COVID-related budget shifts
PLATFORM
Travel e-commerce
TIMELINE
9 months
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Copywriting, Development, PM
PROCESS
Research and analytics → UX strategy and IA → Design system build → User testing and optimisation
2021
Destinology
CHALLENGE
Premium travel booking experience was fragmented, content-heavy, and difficult to navigate, limiting discovery and conversion across complex holiday journeys.global sales and simplify discovery across a complex product catalogue.
MY APPROACH
Simplified information architecture and streamlined booking flows, introducing a modular system to improve task completion and support scalable commerce.
RESULTS
User testing showed improved task completion and higher booking intent Validated clearer discovery across complex travel journeys Established scalable UX foundations pre-launch Programme paused due to COVID-related budget shifts
PLATFORM
Travel e-commerce
TIMELINE
9 months
AGENCY
DEPT®
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, design system
TEAM
Design, Copywriting, Development, PM
PROCESS
Research and analytics → UX strategy and IA → Design system build → User testing and optimisation
2021
Steamforged Games
CHALLENGE
Steamforged, a record-breaking Kickstarter tabletop publisher with major licensed titles, needed a unified e-commerce platform to support global sales and simplify discovery across a complex product catalogue.
MY APPROACH
Re-structured product architecture and buying journeys to support large-scale launches, licensed IP releases, and global commerce without sacrificing catalogue clarity.
RESULTS
+126% conversion rate +261% e-commerce revenue post-launch +160% pages per session (deeper catalogue exploration) Reduced support tickets through clearer product information Awwwards Honorable Mention · The Drum Award
PLATFORM
Global e-commerce experience
TIMELINE
Multi-phase programme (~9 months)
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, UI design
TEAM
Design, Development, PM
PROCESS
User research and competitive benchmarking → UX strategy and taxonomy → Component and product page build → Launch and optimisatio
2021
Steamforged Games
CHALLENGE
Steamforged, a record-breaking Kickstarter tabletop publisher with major licensed titles, needed a unified e-commerce platform to support global sales and simplify discovery across a complex product catalogue.
MY APPROACH
Re-structured product architecture and buying journeys to support large-scale launches, licensed IP releases, and global commerce without sacrificing catalogue clarity.
RESULTS
+126% conversion rate +261% e-commerce revenue post-launch +160% pages per session (deeper catalogue exploration) Reduced support tickets through clearer product information Awwwards Honorable Mention · The Drum Award
PLATFORM
Global e-commerce experience
TIMELINE
Multi-phase programme (~9 months)
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, UI design
TEAM
Design, Development, PM
PROCESS
User research and competitive benchmarking → UX strategy and taxonomy → Component and product page build → Launch and optimisatio
2021
Steamforged Games
CHALLENGE
Steamforged, a record-breaking Kickstarter tabletop publisher with major licensed titles, needed a unified e-commerce platform to support global sales and simplify discovery across a complex product catalogue.
MY APPROACH
Re-structured product architecture and buying journeys to support large-scale launches, licensed IP releases, and global commerce without sacrificing catalogue clarity.
RESULTS
+126% conversion rate +261% e-commerce revenue post-launch +160% pages per session (deeper catalogue exploration) Reduced support tickets through clearer product information Awwwards Honorable Mention · The Drum Award
PLATFORM
Global e-commerce experience
TIMELINE
Multi-phase programme (~9 months)
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, UI design
TEAM
Design, Development, PM
PROCESS
User research and competitive benchmarking → UX strategy and taxonomy → Component and product page build → Launch and optimisatio
2021
Steamforged Games
CHALLENGE
Steamforged, a record-breaking Kickstarter tabletop publisher with major licensed titles, needed a unified e-commerce platform to support global sales and simplify discovery across a complex product catalogue.
MY APPROACH
Re-structured product architecture and buying journeys to support large-scale launches, licensed IP releases, and global commerce without sacrificing catalogue clarity.
RESULTS
+126% conversion rate +261% e-commerce revenue post-launch +160% pages per session (deeper catalogue exploration) Reduced support tickets through clearer product information Awwwards Honorable Mention · The Drum Award
PLATFORM
Global e-commerce experience
TIMELINE
Multi-phase programme (~9 months)
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, UI design
TEAM
Design, Development, PM
PROCESS
User research and competitive benchmarking → UX strategy and taxonomy → Component and product page build → Launch and optimisatio
2020-2021
Virgin London Marathon
CHALLENGE
Fragmented event websites created inconsistent experiences and duplicated operational effort.
MY APPROACH
Unified multiple event sites into a modular multi-site platform, standardising core journeys while allowing event-specific branding.
RESULTS
–40% content update time (improved operational efficiency) –30% bounce rate (clearer user journeys) ~1.3M page views post-launch Sitecore Award Honorable Mention
PLATFORM
Events information
TIMELINE
4 months
AGENCY
DEPT®
TITLE
Principal UI Designer
OWNERSHIP
UX strategy, UI, design system
TEAM
Design, Copywriting, Brand, Motion, Development, PM
PROCESS
Research and analytics → UX strategy and IA → Design system and prototype build → Launch and optimisation
2020-2021
Virgin London Marathon
CHALLENGE
Fragmented event websites created inconsistent experiences and duplicated operational effort.
MY APPROACH
Unified multiple event sites into a modular multi-site platform, standardising core journeys while allowing event-specific branding.
RESULTS
–40% content update time (improved operational efficiency) –30% bounce rate (clearer user journeys) ~1.3M page views post-launch Sitecore Award Honorable Mention
PLATFORM
Events information
TIMELINE
4 months
AGENCY
DEPT®
TITLE
Principal UI Designer
OWNERSHIP
UX strategy, UI, design system
TEAM
Design, Copywriting, Brand, Motion, Development, PM
PROCESS
Research and analytics → UX strategy and IA → Design system and prototype build → Launch and optimisation
2020-2021
Virgin London Marathon
CHALLENGE
Fragmented event websites created inconsistent experiences and duplicated operational effort.
MY APPROACH
Unified multiple event sites into a modular multi-site platform, standardising core journeys while allowing event-specific branding.
RESULTS
–40% content update time (improved operational efficiency) –30% bounce rate (clearer user journeys) ~1.3M page views post-launch Sitecore Award Honorable Mention
PLATFORM
Events information
TIMELINE
4 months
AGENCY
DEPT®
TITLE
Principal UI Designer
OWNERSHIP
UX strategy, UI, design system
TEAM
Design, Copywriting, Brand, Motion, Development, PM
PROCESS
Research and analytics → UX strategy and IA → Design system and prototype build → Launch and optimisation
2020-2021
Virgin London Marathon
CHALLENGE
Fragmented event websites created inconsistent experiences and duplicated operational effort.
MY APPROACH
Unified multiple event sites into a modular multi-site platform, standardising core journeys while allowing event-specific branding.
RESULTS
–40% content update time (improved operational efficiency) –30% bounce rate (clearer user journeys) ~1.3M page views post-launch Sitecore Award Honorable Mention
PLATFORM
Events information
TIMELINE
4 months
AGENCY
DEPT®
TITLE
Principal UI Designer
OWNERSHIP
UX strategy, UI, design system
TEAM
Design, Copywriting, Brand, Motion, Development, PM
PROCESS
Research and analytics → UX strategy and IA → Design system and prototype build → Launch and optimisation
2020-2021
Triumph Motorcycles
CHALLENGE
Help riders explore and customise complex Tiger motorcycle configurations online while increasing purchase intent before dealer contact.
MY APPROACH
Simplified configuration flows and integrated real-time 3D interaction to improve clarity, reduce decision friction, and support higher purchase confidence.
RESULTS
Increased engagement across Tiger models and accessory exploration Improved pre-dealer purchase confidence Delivered a scalable 3D configuration system reusable across future launches
PLATFORM
D2C automotive product experience
TIMELINE
Multi-phase programme
AGENCY
DEPT®
TITLE
Principal Designer
OWNERSHIP
UX, IA, configurator experience
TEAM
Design, 3D, Development, PM
PROCESS
User research and task flows → Journey and interaction design → UI and 3D system build → Launch and optimisation
2020-2021
Triumph Motorcycles
CHALLENGE
Help riders explore and customise complex Tiger motorcycle configurations online while increasing purchase intent before dealer contact.
MY APPROACH
Simplified configuration flows and integrated real-time 3D interaction to improve clarity, reduce decision friction, and support higher purchase confidence.
RESULTS
Increased engagement across Tiger models and accessory exploration Improved pre-dealer purchase confidence Delivered a scalable 3D configuration system reusable across future launches
PLATFORM
D2C automotive product experience
TIMELINE
Multi-phase programme
AGENCY
DEPT®
TITLE
Principal Designer
OWNERSHIP
UX, IA, configurator experience
TEAM
Design, 3D, Development, PM
PROCESS
User research and task flows → Journey and interaction design → UI and 3D system build → Launch and optimisation
2020-2021
Triumph Motorcycles
CHALLENGE
Help riders explore and customise complex Tiger motorcycle configurations online while increasing purchase intent before dealer contact.
MY APPROACH
Simplified configuration flows and integrated real-time 3D interaction to improve clarity, reduce decision friction, and support higher purchase confidence.
RESULTS
Increased engagement across Tiger models and accessory exploration Improved pre-dealer purchase confidence Delivered a scalable 3D configuration system reusable across future launches
PLATFORM
D2C automotive product experience
TIMELINE
Multi-phase programme
AGENCY
DEPT®
TITLE
Principal Designer
OWNERSHIP
UX, IA, configurator experience
TEAM
Design, 3D, Development, PM
PROCESS
User research and task flows → Journey and interaction design → UI and 3D system build → Launch and optimisation
2020-2021
Triumph Motorcycles
CHALLENGE
Help riders explore and customise complex Tiger motorcycle configurations online while increasing purchase intent before dealer contact.
MY APPROACH
Simplified configuration flows and integrated real-time 3D interaction to improve clarity, reduce decision friction, and support higher purchase confidence.
RESULTS
Increased engagement across Tiger models and accessory exploration Improved pre-dealer purchase confidence Delivered a scalable 3D configuration system reusable across future launches
PLATFORM
D2C automotive product experience
TIMELINE
Multi-phase programme
AGENCY
DEPT®
TITLE
Principal Designer
OWNERSHIP
UX, IA, configurator experience
TEAM
Design, 3D, Development, PM
PROCESS
User research and task flows → Journey and interaction design → UI and 3D system build → Launch and optimisation
2020
Stash
CHALLENGE
MoneyPlus needed a trusted mobile experience to help everyday users manage bills and switching, replacing complex, low-trust finance tools.
MY APPROACH
Simplified financial decision-making through modular, mobile-first flows that delivered clear actions and timely switching prompts.
RESULTS
+40% increase in action intent vs traditional finance journeys Validated higher trust and engagement through testing Estimated up to 30% annual savings opportunity per user Established scalable design foundations across the MoneyPlus ecosystem
PLATFORM
Mobile app, iOS and Android
TIMELINE
6 week sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Product strategy, UX, UI, design system
TEAM
Design, Copywriting, Engineering, PM
PROCESS
User research and competitor audit → Product strategy and IA → Flow and system prototyping → Testing and optimisation
2020
Stash
CHALLENGE
MoneyPlus needed a trusted mobile experience to help everyday users manage bills and switching, replacing complex, low-trust finance tools.
MY APPROACH
Simplified financial decision-making through modular, mobile-first flows that delivered clear actions and timely switching prompts.
RESULTS
+40% increase in action intent vs traditional finance journeys Validated higher trust and engagement through testing Estimated up to 30% annual savings opportunity per user Established scalable design foundations across the MoneyPlus ecosystem
PLATFORM
Mobile app, iOS and Android
TIMELINE
6 week sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Product strategy, UX, UI, design system
TEAM
Design, Copywriting, Engineering, PM
PROCESS
User research and competitor audit → Product strategy and IA → Flow and system prototyping → Testing and optimisation
2020
Stash
CHALLENGE
MoneyPlus needed a trusted mobile experience to help everyday users manage bills and switching, replacing complex, low-trust finance tools.
MY APPROACH
Simplified financial decision-making through modular, mobile-first flows that delivered clear actions and timely switching prompts.
RESULTS
+40% increase in action intent vs traditional finance journeys Validated higher trust and engagement through testing Estimated up to 30% annual savings opportunity per user Established scalable design foundations across the MoneyPlus ecosystem
PLATFORM
Mobile app, iOS and Android
TIMELINE
6 week sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Product strategy, UX, UI, design system
TEAM
Design, Copywriting, Engineering, PM
PROCESS
User research and competitor audit → Product strategy and IA → Flow and system prototyping → Testing and optimisation
2020
Stash
CHALLENGE
MoneyPlus needed a trusted mobile experience to help everyday users manage bills and switching, replacing complex, low-trust finance tools.
MY APPROACH
Simplified financial decision-making through modular, mobile-first flows that delivered clear actions and timely switching prompts.
RESULTS
+40% increase in action intent vs traditional finance journeys Validated higher trust and engagement through testing Estimated up to 30% annual savings opportunity per user Established scalable design foundations across the MoneyPlus ecosystem
PLATFORM
Mobile app, iOS and Android
TIMELINE
6 week sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Product strategy, UX, UI, design system
TEAM
Design, Copywriting, Engineering, PM
PROCESS
User research and competitor audit → Product strategy and IA → Flow and system prototyping → Testing and optimisation
2015 - 2019
PlayStation Gear
CHALLENGE
Global commerce lacked immersion and brand alignment, limiting engagement and merchandise sales.
MY APPROACH
Introduced a modular, game-inspired commerce platform that improved product discovery while supporting scalable global rollouts.
RESULTS
Improved product discovery and merchandise conversion Scaled modular commerce platform across global markets 3M+ sessions post-launch 82k monthly organic visits
PLATFORM
Global e-commerce
TIMELINE
6 weeks plus ongoing
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, creative direction, design system
TEAM
8 person design, copy, motion, marketing, development, PM
PROCESS
Research and workshops → UX strategy and IA → UI and system build → Release and optimisation
2015 - 2019
PlayStation Gear
CHALLENGE
Global commerce lacked immersion and brand alignment, limiting engagement and merchandise sales.
MY APPROACH
Introduced a modular, game-inspired commerce platform that improved product discovery while supporting scalable global rollouts.
RESULTS
Improved product discovery and merchandise conversion Scaled modular commerce platform across global markets 3M+ sessions post-launch 82k monthly organic visits
PLATFORM
Global e-commerce
TIMELINE
6 weeks plus ongoing
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, creative direction, design system
TEAM
8 person design, copy, motion, marketing, development, PM
PROCESS
Research and workshops → UX strategy and IA → UI and system build → Release and optimisation
2015 - 2019
PlayStation Gear
CHALLENGE
Global commerce lacked immersion and brand alignment, limiting engagement and merchandise sales.
MY APPROACH
Introduced a modular, game-inspired commerce platform that improved product discovery while supporting scalable global rollouts.
RESULTS
Improved product discovery and merchandise conversion Scaled modular commerce platform across global markets 3M+ sessions post-launch 82k monthly organic visits
PLATFORM
Global e-commerce
TIMELINE
6 weeks plus ongoing
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, creative direction, design system
TEAM
8 person design, copy, motion, marketing, development, PM
PROCESS
Research and workshops → UX strategy and IA → UI and system build → Release and optimisation
2015 - 2019
PlayStation Gear
CHALLENGE
Global commerce lacked immersion and brand alignment, limiting engagement and merchandise sales.
MY APPROACH
Introduced a modular, game-inspired commerce platform that improved product discovery while supporting scalable global rollouts.
RESULTS
Improved product discovery and merchandise conversion Scaled modular commerce platform across global markets 3M+ sessions post-launch 82k monthly organic visits
PLATFORM
Global e-commerce
TIMELINE
6 weeks plus ongoing
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, creative direction, design system
TEAM
8 person design, copy, motion, marketing, development, PM
PROCESS
Research and workshops → UX strategy and IA → UI and system build → Release and optimisation
2019
RedBull Air Race
CHALLENGE
Ascot/RedBull needed a dedicated digital hub to centralise event content and simplify ticket discovery for a high-capacity live event.
MY APPROACH
Unified race content and ticket journeys into a focused microsite aligned with Red Bull’s global design system to reduce friction from discovery to booking.
RESULTS
Centralised content and ticketing into a single booking path Improved clarity from event discovery to purchase Supported high-capacity live traffic at an 80,000-seat venue
PLATFORM
Event microsite
TIMELINE
3 week sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Creative direction, UX, UI
TEAM
Design, Development, PM
PROCESS
Event research → IA and journey design → UI and responsive build → QA, optimisation and live support
2019
RedBull Air Race
CHALLENGE
Ascot/RedBull needed a dedicated digital hub to centralise event content and simplify ticket discovery for a high-capacity live event.
MY APPROACH
Unified race content and ticket journeys into a focused microsite aligned with Red Bull’s global design system to reduce friction from discovery to booking.
RESULTS
Centralised content and ticketing into a single booking path Improved clarity from event discovery to purchase Supported high-capacity live traffic at an 80,000-seat venue
PLATFORM
Event microsite
TIMELINE
3 week sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Creative direction, UX, UI
TEAM
Design, Development, PM
PROCESS
Event research → IA and journey design → UI and responsive build → QA, optimisation and live support
2019
RedBull Air Race
CHALLENGE
Ascot/RedBull needed a dedicated digital hub to centralise event content and simplify ticket discovery for a high-capacity live event.
MY APPROACH
Unified race content and ticket journeys into a focused microsite aligned with Red Bull’s global design system to reduce friction from discovery to booking.
RESULTS
Centralised content and ticketing into a single booking path Improved clarity from event discovery to purchase Supported high-capacity live traffic at an 80,000-seat venue
PLATFORM
Event microsite
TIMELINE
3 week sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Creative direction, UX, UI
TEAM
Design, Development, PM
PROCESS
Event research → IA and journey design → UI and responsive build → QA, optimisation and live support
2019
RedBull Air Race
CHALLENGE
Ascot/RedBull needed a dedicated digital hub to centralise event content and simplify ticket discovery for a high-capacity live event.
MY APPROACH
Unified race content and ticket journeys into a focused microsite aligned with Red Bull’s global design system to reduce friction from discovery to booking.
RESULTS
Centralised content and ticketing into a single booking path Improved clarity from event discovery to purchase Supported high-capacity live traffic at an 80,000-seat venue
PLATFORM
Event microsite
TIMELINE
3 week sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Creative direction, UX, UI
TEAM
Design, Development, PM
PROCESS
Event research → IA and journey design → UI and responsive build → QA, optimisation and live support
2015 - 2020
Ascot & Royal Ascot
CHALLENGE
Ascot’s legacy platform was fragmented and content-heavy, struggling to handle peak traffic and ticket demand for Royal Ascot (~300k attendees annually).
MY APPROACH
Led UX and design for a mobile-first platform and high-performance ticketing journey. Simplified thousands of pages into clear planning flows and rebuilt purchase paths to support peak, sell-out demand.
RESULTS
+41% ticket conversion rate +21% online revenue +54% mobile transactions Record ticket sales and increased add-on purchases post-launch Platform scaled to support ~300k annual attendees, with key days selling out weeks in advance
PLATFORM
Enterprise content and ticketing platform
TIMELINE
Multi-year transformation
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, UI, design system
TEAM
Design, Copywriting, Development, Marketing, PM
PROCESS
Research and stakeholder alignment → IA and journey strategy → Mobile first UI and ticket flows → Optimisation and performance testing
2015 - 2020
Ascot & Royal Ascot
CHALLENGE
Ascot’s legacy platform was fragmented and content-heavy, struggling to handle peak traffic and ticket demand for Royal Ascot (~300k attendees annually).
MY APPROACH
Led UX and design for a mobile-first platform and high-performance ticketing journey. Simplified thousands of pages into clear planning flows and rebuilt purchase paths to support peak, sell-out demand.
RESULTS
+41% ticket conversion rate +21% online revenue +54% mobile transactions Record ticket sales and increased add-on purchases post-launch Platform scaled to support ~300k annual attendees, with key days selling out weeks in advance
PLATFORM
Enterprise content and ticketing platform
TIMELINE
Multi-year transformation
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, UI, design system
TEAM
Design, Copywriting, Development, Marketing, PM
PROCESS
Research and stakeholder alignment → IA and journey strategy → Mobile first UI and ticket flows → Optimisation and performance testing
2015 - 2020
Ascot & Royal Ascot
CHALLENGE
Ascot’s legacy platform was fragmented and content-heavy, struggling to handle peak traffic and ticket demand for Royal Ascot (~300k attendees annually).
MY APPROACH
Led UX and design for a mobile-first platform and high-performance ticketing journey. Simplified thousands of pages into clear planning flows and rebuilt purchase paths to support peak, sell-out demand.
RESULTS
+41% ticket conversion rate +21% online revenue +54% mobile transactions Record ticket sales and increased add-on purchases post-launch Platform scaled to support ~300k annual attendees, with key days selling out weeks in advance
PLATFORM
Enterprise content and ticketing platform
TIMELINE
Multi-year transformation
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, UI, design system
TEAM
Design, Copywriting, Development, Marketing, PM
PROCESS
Research and stakeholder alignment → IA and journey strategy → Mobile first UI and ticket flows → Optimisation and performance testing
2015 - 2020
Ascot & Royal Ascot
CHALLENGE
Ascot’s legacy platform was fragmented and content-heavy, struggling to handle peak traffic and ticket demand for Royal Ascot (~300k attendees annually).
MY APPROACH
Led UX and design for a mobile-first platform and high-performance ticketing journey. Simplified thousands of pages into clear planning flows and rebuilt purchase paths to support peak, sell-out demand.
RESULTS
+41% ticket conversion rate +21% online revenue +54% mobile transactions Record ticket sales and increased add-on purchases post-launch Platform scaled to support ~300k annual attendees, with key days selling out weeks in advance
PLATFORM
Enterprise content and ticketing platform
TIMELINE
Multi-year transformation
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX strategy, IA, UI, design system
TEAM
Design, Copywriting, Development, Marketing, PM
PROCESS
Research and stakeholder alignment → IA and journey strategy → Mobile first UI and ticket flows → Optimisation and performance testing
2017-2020
O2 Star Trader
CHALLENGE
O2’s Star Trader referral programme felt dated and hard to understand, making it difficult to attract and onboard new traders.
MY APPROACH
Redesigned the platform and user journeys to clearly explain the benefits, simplify sign-up, and make earning rewards faster and easier.
RESULTS
+112% SIM activations YoY +10.6% more trader sign-ups Stronger, scalable platform to support continued growth
PLATFORM
Digital referral and engagement portal
TIMELINE
4 weeks plus ongoing optimisation
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, UI, creative direction
TEAM
Design, Brand, Development, Marketing, PM
PROCESS
Analytics and user research → IA and journey strategy → UX flows and system build → Release and optimisation
2017-2020
O2 Star Trader
CHALLENGE
O2’s Star Trader referral programme felt dated and hard to understand, making it difficult to attract and onboard new traders.
MY APPROACH
Redesigned the platform and user journeys to clearly explain the benefits, simplify sign-up, and make earning rewards faster and easier.
RESULTS
+112% SIM activations YoY +10.6% more trader sign-ups Stronger, scalable platform to support continued growth
PLATFORM
Digital referral and engagement portal
TIMELINE
4 weeks plus ongoing optimisation
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, UI, creative direction
TEAM
Design, Brand, Development, Marketing, PM
PROCESS
Analytics and user research → IA and journey strategy → UX flows and system build → Release and optimisation
2017-2020
O2 Star Trader
CHALLENGE
O2’s Star Trader referral programme felt dated and hard to understand, making it difficult to attract and onboard new traders.
MY APPROACH
Redesigned the platform and user journeys to clearly explain the benefits, simplify sign-up, and make earning rewards faster and easier.
RESULTS
+112% SIM activations YoY +10.6% more trader sign-ups Stronger, scalable platform to support continued growth
PLATFORM
Digital referral and engagement portal
TIMELINE
4 weeks plus ongoing optimisation
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, UI, creative direction
TEAM
Design, Brand, Development, Marketing, PM
PROCESS
Analytics and user research → IA and journey strategy → UX flows and system build → Release and optimisation
2017-2020
O2 Star Trader
CHALLENGE
O2’s Star Trader referral programme felt dated and hard to understand, making it difficult to attract and onboard new traders.
MY APPROACH
Redesigned the platform and user journeys to clearly explain the benefits, simplify sign-up, and make earning rewards faster and easier.
RESULTS
+112% SIM activations YoY +10.6% more trader sign-ups Stronger, scalable platform to support continued growth
PLATFORM
Digital referral and engagement portal
TIMELINE
4 weeks plus ongoing optimisation
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, UI, creative direction
TEAM
Design, Brand, Development, Marketing, PM
PROCESS
Analytics and user research → IA and journey strategy → UX flows and system build → Release and optimisation
2018
Co-Op Paws & Think
CHALLENGE
Co-op Pet Insurance needed a mobile-first product to make pet insurance feel simple, friendly, and trustworthy for younger, first-time pet owners.
MY APPROACH
Led brand, illustration system, and UX for a guided quote-to-purchase journey. Designed a clear, mobile-first experience that simplified complex policy decisions into step-by-step flows.
RESULTS
Reduced friction across quote and purchase journeys Improved clarity and confidence during onboarding Established a scalable mobile design system for future product growth Delivered a distinctive, character-led brand that differentiated in a low-trust category
PLATFORM
Mobile app, iOS and Android, plus marketing site
TIMELINE
Multi phase sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Brand, UX strategy, UI, design system
TEAM
Design, Copywriting, Development, PM
PROCESS
User research and competitor audit → Positioning and IA → Design system and UI build → Testing and optimisation
2018
Co-Op Paws & Think
CHALLENGE
Co-op Pet Insurance needed a mobile-first product to make pet insurance feel simple, friendly, and trustworthy for younger, first-time pet owners.
MY APPROACH
Led brand, illustration system, and UX for a guided quote-to-purchase journey. Designed a clear, mobile-first experience that simplified complex policy decisions into step-by-step flows.
RESULTS
Reduced friction across quote and purchase journeys Improved clarity and confidence during onboarding Established a scalable mobile design system for future product growth Delivered a distinctive, character-led brand that differentiated in a low-trust category
PLATFORM
Mobile app, iOS and Android, plus marketing site
TIMELINE
Multi phase sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Brand, UX strategy, UI, design system
TEAM
Design, Copywriting, Development, PM
PROCESS
User research and competitor audit → Positioning and IA → Design system and UI build → Testing and optimisation
2018
Co-Op Paws & Think
CHALLENGE
Co-op Pet Insurance needed a mobile-first product to make pet insurance feel simple, friendly, and trustworthy for younger, first-time pet owners.
MY APPROACH
Led brand, illustration system, and UX for a guided quote-to-purchase journey. Designed a clear, mobile-first experience that simplified complex policy decisions into step-by-step flows.
RESULTS
Reduced friction across quote and purchase journeys Improved clarity and confidence during onboarding Established a scalable mobile design system for future product growth Delivered a distinctive, character-led brand that differentiated in a low-trust category
PLATFORM
Mobile app, iOS and Android, plus marketing site
TIMELINE
Multi phase sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Brand, UX strategy, UI, design system
TEAM
Design, Copywriting, Development, PM
PROCESS
User research and competitor audit → Positioning and IA → Design system and UI build → Testing and optimisation
2018
Co-Op Paws & Think
CHALLENGE
Co-op Pet Insurance needed a mobile-first product to make pet insurance feel simple, friendly, and trustworthy for younger, first-time pet owners.
MY APPROACH
Led brand, illustration system, and UX for a guided quote-to-purchase journey. Designed a clear, mobile-first experience that simplified complex policy decisions into step-by-step flows.
RESULTS
Reduced friction across quote and purchase journeys Improved clarity and confidence during onboarding Established a scalable mobile design system for future product growth Delivered a distinctive, character-led brand that differentiated in a low-trust category
PLATFORM
Mobile app, iOS and Android, plus marketing site
TIMELINE
Multi phase sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Brand, UX strategy, UI, design system
TEAM
Design, Copywriting, Development, PM
PROCESS
User research and competitor audit → Positioning and IA → Design system and UI build → Testing and optimisation
2018
Outplay
CHALLENGE
Outplay’s corporate site didn’t reflect the scale or energy of their games, limiting brand impact and recruitment effectiveness.
MY APPROACH
Led a full redesign, creating an animated, character-led platform that showcased hit titles and culture while integrating a robust, searchable recruitment system.
RESULTS
Unified games, brand, and hiring into a single high-impact digital flagship Showcased titles with 100M+ global downloads Streamlined hiring through integrated job search and application flows Launched during a period of rapid revenue growth and record profitability
PLATFORM
Studio and marketing website
TIMELINE
6 weeks
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Creative direction, UX strategy, UI, motion
TEAM
Design, Development, Brand, Copywriting, PM
PROCESS
Brand and audience research → IA and recruitment journeys → UI, motion and CMS build → Optimisation and hiring integration
2018
Outplay
CHALLENGE
Outplay’s corporate site didn’t reflect the scale or energy of their games, limiting brand impact and recruitment effectiveness.
MY APPROACH
Led a full redesign, creating an animated, character-led platform that showcased hit titles and culture while integrating a robust, searchable recruitment system.
RESULTS
Unified games, brand, and hiring into a single high-impact digital flagship Showcased titles with 100M+ global downloads Streamlined hiring through integrated job search and application flows Launched during a period of rapid revenue growth and record profitability
PLATFORM
Studio and marketing website
TIMELINE
6 weeks
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Creative direction, UX strategy, UI, motion
TEAM
Design, Development, Brand, Copywriting, PM
PROCESS
Brand and audience research → IA and recruitment journeys → UI, motion and CMS build → Optimisation and hiring integration
2018
Outplay
CHALLENGE
Outplay’s corporate site didn’t reflect the scale or energy of their games, limiting brand impact and recruitment effectiveness.
MY APPROACH
Led a full redesign, creating an animated, character-led platform that showcased hit titles and culture while integrating a robust, searchable recruitment system.
RESULTS
Unified games, brand, and hiring into a single high-impact digital flagship Showcased titles with 100M+ global downloads Streamlined hiring through integrated job search and application flows Launched during a period of rapid revenue growth and record profitability
PLATFORM
Studio and marketing website
TIMELINE
6 weeks
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Creative direction, UX strategy, UI, motion
TEAM
Design, Development, Brand, Copywriting, PM
PROCESS
Brand and audience research → IA and recruitment journeys → UI, motion and CMS build → Optimisation and hiring integration
2018
Outplay
CHALLENGE
Outplay’s corporate site didn’t reflect the scale or energy of their games, limiting brand impact and recruitment effectiveness.
MY APPROACH
Led a full redesign, creating an animated, character-led platform that showcased hit titles and culture while integrating a robust, searchable recruitment system.
RESULTS
Unified games, brand, and hiring into a single high-impact digital flagship Showcased titles with 100M+ global downloads Streamlined hiring through integrated job search and application flows Launched during a period of rapid revenue growth and record profitability
PLATFORM
Studio and marketing website
TIMELINE
6 weeks
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
Creative direction, UX strategy, UI, motion
TEAM
Design, Development, Brand, Copywriting, PM
PROCESS
Brand and audience research → IA and recruitment journeys → UI, motion and CMS build → Optimisation and hiring integration
2017
WatAdventures
CHALLENGE
Create an engaging online experience that let parents and children personalise their own storybooks, simplifying complex character customisation into a fun, intuitive flow.
MY APPROACH
Designed an interactive character builder allowing users to customise skin tone, hair, clothing, and accessories, then generate a fully personalised book ready for print and fulfilment.
RESULTS
Launched a fully configurable storytelling product ready for commercial sale Enabled end-to-end personalisation without manual intervention Turned a traditionally offline custom print process into a scalable digital product
PLATFORM
D2C interactive product builder and e-commerce
TIMELINE
10 weeks
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, interaction design, product direction
TEAM
Design, Development, PM
PROCESS
User research and task flows → Character system and IA → UI and interactive system build → Print integration and fulfilment flows
2017
WatAdventures
CHALLENGE
Create an engaging online experience that let parents and children personalise their own storybooks, simplifying complex character customisation into a fun, intuitive flow.
MY APPROACH
Designed an interactive character builder allowing users to customise skin tone, hair, clothing, and accessories, then generate a fully personalised book ready for print and fulfilment.
RESULTS
Launched a fully configurable storytelling product ready for commercial sale Enabled end-to-end personalisation without manual intervention Turned a traditionally offline custom print process into a scalable digital product
PLATFORM
D2C interactive product builder and e-commerce
TIMELINE
10 weeks
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, interaction design, product direction
TEAM
Design, Development, PM
PROCESS
User research and task flows → Character system and IA → UI and interactive system build → Print integration and fulfilment flows
2017
WatAdventures
CHALLENGE
Create an engaging online experience that let parents and children personalise their own storybooks, simplifying complex character customisation into a fun, intuitive flow.
MY APPROACH
Designed an interactive character builder allowing users to customise skin tone, hair, clothing, and accessories, then generate a fully personalised book ready for print and fulfilment.
RESULTS
Launched a fully configurable storytelling product ready for commercial sale Enabled end-to-end personalisation without manual intervention Turned a traditionally offline custom print process into a scalable digital product
PLATFORM
D2C interactive product builder and e-commerce
TIMELINE
10 weeks
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, interaction design, product direction
TEAM
Design, Development, PM
PROCESS
User research and task flows → Character system and IA → UI and interactive system build → Print integration and fulfilment flows
2017
WatAdventures
CHALLENGE
Create an engaging online experience that let parents and children personalise their own storybooks, simplifying complex character customisation into a fun, intuitive flow.
MY APPROACH
Designed an interactive character builder allowing users to customise skin tone, hair, clothing, and accessories, then generate a fully personalised book ready for print and fulfilment.
RESULTS
Launched a fully configurable storytelling product ready for commercial sale Enabled end-to-end personalisation without manual intervention Turned a traditionally offline custom print process into a scalable digital product
PLATFORM
D2C interactive product builder and e-commerce
TIMELINE
10 weeks
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, interaction design, product direction
TEAM
Design, Development, PM
PROCESS
User research and task flows → Character system and IA → UI and interactive system build → Print integration and fulfilment flows
2017
Liverpool FC
CHALLENGE
Celebrate Liverpool FC’s 125-year history with a global digital experience that engaged fans while supporting a high-demand memorabilia drop.
MY APPROACH
Led design for an anniversary microsite combining interactive scavenger hunts, guided content, and a timeline-led experience, layered with e-commerce for limited-edition collectibles.
RESULTS
Unified heritage storytelling and commerce into a single campaign hub Drove fan engagement through interactive discovery mechanics Supported a time-sensitive memorabilia drop with scalable digital infrastructure
PLATFORM
Microsite and e-commerce
TIMELINE
Campaign build, multi sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, interaction design, product direction
TEAM
Design, Development, Content, PM
PROCESS
Audience and heritage research → IA and user journeys → UI and system build → QA and release
2017
Liverpool FC
CHALLENGE
Celebrate Liverpool FC’s 125-year history with a global digital experience that engaged fans while supporting a high-demand memorabilia drop.
MY APPROACH
Led design for an anniversary microsite combining interactive scavenger hunts, guided content, and a timeline-led experience, layered with e-commerce for limited-edition collectibles.
RESULTS
Unified heritage storytelling and commerce into a single campaign hub Drove fan engagement through interactive discovery mechanics Supported a time-sensitive memorabilia drop with scalable digital infrastructure
PLATFORM
Microsite and e-commerce
TIMELINE
Campaign build, multi sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, interaction design, product direction
TEAM
Design, Development, Content, PM
PROCESS
Audience and heritage research → IA and user journeys → UI and system build → QA and release
2017
Liverpool FC
CHALLENGE
Celebrate Liverpool FC’s 125-year history with a global digital experience that engaged fans while supporting a high-demand memorabilia drop.
MY APPROACH
Led design for an anniversary microsite combining interactive scavenger hunts, guided content, and a timeline-led experience, layered with e-commerce for limited-edition collectibles.
RESULTS
Unified heritage storytelling and commerce into a single campaign hub Drove fan engagement through interactive discovery mechanics Supported a time-sensitive memorabilia drop with scalable digital infrastructure
PLATFORM
Microsite and e-commerce
TIMELINE
Campaign build, multi sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, interaction design, product direction
TEAM
Design, Development, Content, PM
PROCESS
Audience and heritage research → IA and user journeys → UI and system build → QA and release
2017
Liverpool FC
CHALLENGE
Celebrate Liverpool FC’s 125-year history with a global digital experience that engaged fans while supporting a high-demand memorabilia drop.
MY APPROACH
Led design for an anniversary microsite combining interactive scavenger hunts, guided content, and a timeline-led experience, layered with e-commerce for limited-edition collectibles.
RESULTS
Unified heritage storytelling and commerce into a single campaign hub Drove fan engagement through interactive discovery mechanics Supported a time-sensitive memorabilia drop with scalable digital infrastructure
PLATFORM
Microsite and e-commerce
TIMELINE
Campaign build, multi sprint
AGENCY
E3creative (now DEPT®)
TITLE
Head of Design
OWNERSHIP
UX, interaction design, product direction
TEAM
Design, Development, Content, PM
PROCESS
Audience and heritage research → IA and user journeys → UI and system build → QA and release
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