Danny Hearn

Writing - Design and research

This is the journey of how a supportive ecosystem was created to re-imagine how Power to Change provide's support to community businesses using an empathetic design-led approach.

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.

This is the story of how I supported a new disruptive startup in the beauty sector to gain an uplift of 44% for new membership conversion. This was done with qualitative user research and a lot of persistent iterative prototyping.