Project

I had a lot of fun taking this project from end-to-end, from research and UX right through to UI and branding. In doing so, I discovered some unexpected synergies of different research elements, such as competitor analysis alongside a UX audit, which is a great way to get inspiration for a site refresh, alongside the usual moodboarding. What's more, all of these great behavioural design techniques that I discovered during testing, all aimed at efficiently guiding users through the primary checkout journey, could equally be applied to any e-commerce project or form filling flow.

As the lead product designer, I had to take the idea of automated analytics insights and approach it at a new angle, an orthogonal attack, where as a challenger brand we could disrupt the market, whilst remaining different enough to Google analytics so as not to play them at their own game, so that they couldn't pivot and crush us as an established giant. I learnt that less is often more, especially when it comes to Information Architecture and that data visualisation is better when it contextualised the information and best when it serves those insights to you on a plate.

Whilst designing a super app which combined all the necessary tools for remote collaboration was a noble goal, interviews and testing revealed that most collaborators just wanted a single tool that could be integrated or combined with their current workflow of existing tools. It also highlighted the need for domain-specific collective intelligence tools, so that the dashboard could be tailored to a particular problem area or data landscape. Finally, our research revealed what collective decision-making tools and democratic protocols worked in different situations, as well as their vulnerabilities. In most cases, consent based voting, whereby proposals could be presumed to be approved, unless vetoed, worked as the most efficient protocol for most decisions made. However, we found quadratic voting to be most powerful, when the goal was to understand the decide upon multiple preferences, for its ability to aggregate the degree of one's preference in a fair and robust way.

Throughout the project, several key learnings emerged. The advanced adaptive search and filtering functionality, as well as the optimized checkout journey, played a pivotal role in enhancing user satisfaction and streamlining processes. The results spoke for themselves, with a notable increase in monthly revenue and a significant decrease in cart abandonment rate. Lastly, the meticulous attention to interaction design throughout the project, from the search functionality to the side filter and checkout basket, demonstrated the importance of seamless and intuitive user experiences.

As the first project where I was the lead product designer, there was a lot to learn in terms product strategy and leadership. I learnt the importance of gaining alignment early on, through stakeholder workshops, so everybody's input and voice could be heard, which helped to ensure stakeholder buy-in later on. I also learnt the importance of constraining the focus area for a prototyping sprint to only certain sections or features of an app at a time, and the need for user stories to keep everybody's user-centric hats on. Lastly, running the branding, wireframing and prototyping process by actual users played a vital role in bringing the wellbeing and holistic health app and website to life, setting the foundation for a successful and impactful digital platform.

As my first client project at Pomegranate media, I learnt the importance of cohesive brand narratives, intuitive user experiences, and innovative design elements in enhancing engagement, conversion rates, and overall brand impact. Firstly, I saw how a comprehensive brand refresh, complete with new brand guidelines, could result in a clean and visually appealing style that conveyed Ogury's identity effectively. Secondly, the optimization of the user journey and information architecture, particularly focusing on enhancing the mobile experience, led to streamlined interactions and a deeper connection with the brand. Lastly, the site refresh with cutting-edge interactive design, animations, and video heroes provided Ogury with a competitive advantage, re-energizing their brand presence and captivating their audience.