With 10+ years experience, I’ve worked on a range of projects across the automotive, financial services, education construction, energy, retail, assisted living and hospitality sectors. Here you’ll find a select few examples of projects I've had the pleasure of working on.
I’m a designer who approaches problem solving by making sense of the intersection between people, technology and business.
Intrigued by the ways in which culture manifests itself in human behaviour, I love delving into the essence of what resonates with people. I translate these insights into meaningful solutions that are engaging, whilst balancing technical and business considerations.
Wren Kitchens was looking to start afresh with their website and brought us onboard to define the new online Wren Kitchens experience. Through immersion, research and design exploration we moved the brand into a more disctinct space within the market, focusing on the finer details to make the Wren experience useful, thoughtful and pleasurable to use.
UX designer within a cross-disciplinary team of strategy, UX, UI and management. Responsibilities included UX audit, competitor analysis, IA, gathering requirements, Wireframes, Desk research, sketches, user research, functional specifications.
Through in depth 1-2-1 customer interviews and lectern questionnaires placed throughout Wren showrooms, 4 key customer need states were identified, giving us insight into the different life stages of people we were designing for.
Buying a kitchen involves both emotional and rational decision making. We used a BERT (Bipolar, Emotional, Respose, Test) test to measure our people emotionally perceive different competitor kitchen brand's websites, and how Wren stacks up in comparison.
We ran 3 hour group sessions with a wide range of stakeholders from senior management to showroom floor staff. Through interactive exercises, we strengthed our understand the industry, identifed key gaps and opportunities areas, and painted a clearer picture of what success looks like to Wren Kitchens.
We synthesised our research inputs into a conceptual model which gave us clarity on the mental model of our audience. Coupling the customer need states with the conceptual model gave us a holistic understanding of the kitchen purchasing journey, making it easier to visualise how the experience we were designing would impact the wider customer journey.
Gathering our research insights and combining them with website analytics, user testing and IA treejack testing gave us a solid user-centric site structure and clear prioritisation of high impact areas and features to design. Some key areas we tackled in the redesign can be found below.
I wanted to make finding a kitchen as easy as possible, so designed a persistent sticky filter with options reflecting the most popular ways to search for kitchens. This, coupled with large product panels for kitchen images to shine, gives the experience a refined and premium feel.
When researching specific kitchen details I knew how important accurate pricing was to users, so we incorporated an in-page pricing estimator so users could customise the price based on their specific dimensions without leaving the page. Instagram posts of existing customer's kitchens were also utilised for social proof and validation. This resonated well with users - some for inspiration and others because it showed how the kitchens turned out post-construction.
Analytics showed us that the online kitchen planner was an extremely popular tool but had high-drop off rates. I improved the onward journey by signposting clear next step actions throughout the tool.
This section of the website was underperforming due to unclear expectation setting and poor form practice.
I redesigned the section to clearly stating the benefits and expectations upfront, followed by a streamlined booking flow. I broke out steps into a multi-step form to reduce cognitive load and paired it with a progress bar for transparency. Form questions were rearranged from least-to-most sensitive (e.g. email address asked last), only asking for personal information when required.
Through close collaboration with the UI designers, we created a comprehesive playbook which set the foundations of a scalable visual language against templates and component specs. Experience principes, positioning, voice, tone of voice, typography and image guidelines, and sales guide governance were all included to provide support to continuous design and development for website for years to come.
During the project we were asked to incorporate SEO requirements that conflicted with our experience principles and UX strategy. This caused conflict and friction between the two agencies, however through continuous collaboration we were able to reach a happy medium.
Wren Kitchens were working to an unmoveable deadline as they wanted the website to be launched in time for the seasonal uplift of traffic historically seen at the start of Spring. Limited flex in go-live dates meant our timlines were incredible strict with little room for error, which put additional strain on the team.
