I championed the effort to create a pattern library to deliver a coherent and consistent customer experience across all platforms, align the UX experience against the brand attributes, from design to production, collaborating leadership, engineering and product management.

We aimed to make the designers more effective, by developing a set of standards and design tools to simplify creating a user experience allow designers to focus on the creative interesting problems and deliver the brand with consistent visual execution.

Role

I was Lead Designer for a group of six designers, a blend of Junior to Senior. My role was to be the creative foundation, to bring together all the divergent influences and weave them into a consistent and coherent design system. …

This project was one of discovery through execution, in a more usual path, rather than create something new, we were trying on find a balanced solution to an existing business problem, trying to answer the question, is it possible to integrate a separate marketplace service into the core eBay experience without impacting the core brand and consumer buying patterns.

Brief

The challenge we faced was that eBay had purchased a business a few years beforehand, run it as a stand-alone organization within the Classified group, but they had recently been moved into the core eBay selling group, to see if it was possible to extend and improve on the existing local selling offering. …

eBay was facing serious issues stemming from a previous app overhaul. Customer feedback and purchasing patterns indicated a deep discontent with the experience, app ratings had dropped from 3 to 2 star reviews.

The original vision for the overhaul was to create a holistic experience across multi platforms, but when faced with continued negative feedback, we decided to explore creating a rich native android user experience, implementing the Google material design system.

We began by running pilots in specific interest areas, and linking those interest in the new mobile app framework. The content is user created, managed by experts within each field, and include inline onboarding, so you are able to define your interests within a subject and level of expertise.

We hope the community of interests that grows will build a very personal connection with each customer, connecting users with their passions and the community of users that share that interest.

The redesigned product page experience was created as a mobile first initiative, prioritise the right information for user, in a consumable portions, with the options to drill down and explore further.

The new experience shows the core details about the product (including extracted seller description for more friendly mobile experience), shipping, returns and trust information about the seller.

The previous experience was nothing more than a menu with endless pivots, it lacked the core information for the user to make an informed decision, this change improved purchase rates by 5%, and allowed for further alignment across platforms and screen sizes, leading to a tablet and web version of this approach.

We also added the ability to pivot to similar items through the merchandising service, to encourage browsing and inspiration, to stop the product page acting like a dead end.

We went about introducing a search refinement carousel control, that ranked the top refinement for search query, in order to prompt the use of filtering and encourage the use of structured data (where the quality of items returned is far higher).

Vogue’s redesign aims were to deliver a clear navigation, to support driving users across the variety of content, refine the visual design to be as minimal as possible, reduce complexity and clutter, improve the readability of the content, allowing users to focus on the content rather than the site design.

A visual fashion show browsing experience was added to help get shop images onto the site as quickly as possible, aiding the reader navigate though the vast range of shows and looks.

Responsible for the development of visual design for Best Buy launch in the UK. Supporting the development of concept marketing, online style guides and prototype user testing material.