Writing

This is the story of how, over seven months, I helped lead, consult and guide the Fitflop team to redesign, re-platform their website and begin their journey of digital transformation. While initially I was asked to provide UX on a website redesign, it was soon apparent that the challenge was much more complex and would need me to dig deep and stretch across several roles.

I was part of the team with Clearleft, a design agency, to help redesign the burberry.com checkout with the role of a user researcher.  The challenge was to create a modern website checkout that evoked the Burberry brand.  The Burberry team needed confidence that customers felt like it was a Burberry experience. I needed to find a way to uncover and present evidence of this emotional story.

This is the story of how I uncovered vital insights for the Co-operatives UK (Co-ops UK) website redesign project and supported the team to look at their business in a completely different way.  I did this by understanding their users' goals to create a shared language and generate conversations for change.   My role as a user researcher was to give the team confidence for the right shape and direction of the web redesign project.

When I was initially asked to support an event being run by Acorn Aspirations, I was apprehensive. The event, a hackathon aimed at young women who want to get into technology careers, seemed like a wonderful and important thing to focus on, but me teaching teenagers?!

It was 2014, I worked in the online team at the nation's favourite retailer, John Lewis, and we were stuck.  We stuck working the same way, stuck with a website we knew didn't work anymore, we were tired and burnt out.  Something needed to change.

When you need a new website, and you're not sure where to start with a modest budget, hiring a digital agency to get you started can seem like the obvious next step.  They may have a good looking website, offer fixed prices, and have lots of clients similar to you on the roster.  However, with most web and marketing agencies, it's important to understand their approach to designing, building your website includes and can miss out.