Sainsbury’s
digital experience
Design Director
November 2016 to April 2019
Design direction and leadership for digital products for e-commerce, apps and instore tills.
Overview
At Sainsbury’s, a large UK supermarket, I led a team of product designers embedded in multiple agile product teams leading design direction across grocery online, food to order, 1 hour app, Tu Clothing and instore experience.
During my time there I grew the wider Experience Design team, interviewing and recruiting designers, appraising team members and identifying skills gaps. Within the business I advocated customer centred design, underpinned by user research, multi-variant testing, surveys and analytics. I directed the evolution of Sainsbury’s design system and increased adoption, targeting 80% usage.
I collaborated with Sainsbury’s brand team and Siegel & Gale on Sainsbury’s 2017 brand refresh and on Tu Clothing brand evolution.
Strategically I supported senior management with proposition development to create a consistent and integrated customer experience across all Sainsbury’s brands including Food, Argos, Tu, Habitat, Bank and Energy.
For more information take a look at my blog.
During my time there I grew the wider Experience Design team, interviewing and recruiting designers, appraising team members and identifying skills gaps. Within the business I advocated customer centred design, underpinned by user research, multi-variant testing, surveys and analytics. I directed the evolution of Sainsbury’s design system and increased adoption, targeting 80% usage.
I collaborated with Sainsbury’s brand team and Siegel & Gale on Sainsbury’s 2017 brand refresh and on Tu Clothing brand evolution.
Strategically I supported senior management with proposition development to create a consistent and integrated customer experience across all Sainsbury’s brands including Food, Argos, Tu, Habitat, Bank and Energy.
For more information take a look at my blog.
Digital customer touchpoints
Sainsbury’s design system ‘Luna’
Tu Clothing site using themed ‘Luna’ codebase
Credits: Head of Digital Experience: Charlotte Briscall | Design Leads: Richard Lewis, Martin White, Tom Lancaster | Design System Lead: Beverley Sullivan | Design Ops Lead: Kim Marchant | Designers: Deepti Bhudia, Ben Brewer, Cris Chacon, David Chan, Simon Collingwood, Lee O’Connell, Iain Heath, Peter Holmes, Robert Higgs, Dan Marley, Jo Milne, Tom Palmer, Chris Roberts, Jas Shoker, Tom Springall, Mark Taylor, Alex Woolley-Allen | Accessibility Consultant: Katherine Moonan | Design Ops: Marie Mitchell, Monica Chauhan, Freya Finnerty
