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.
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.