Digital Project
Advantage
E-commerce platform
A large retail group wants to build an e-commerce platform to compete against the other large name brands in this space and reorganise themselves to better preform in pandemic and post pandemic world. This was a $100 million green field project that spanned for almost a year.
Agency
ThoughtWorks
Year
2021-2022
Role
Experience Design, Interface design, User researcher, Copy writing, Branding
*This project is under an NDA. Any assets and designs seen here are fictional recreations were design elements and information have been modified for their privacy.
Project Goals
01
Crafting an intuitive and visually appealing interface that builds the brand identity.
03
Integrate payment systems.
02
Designing an robust digital design system that is distinct, accessible and responsive.
04
Design and develop digital communication pathways
05
Consider additions to customer value proposition to bring in more customers
Project impact
Crafting an intuitive and visually appealing interface that builds the brand identity.
Integrate payment systems.
Designing an robust digital design system that is distinct, accessible and responsive.
Design and develop digital communication pathways
Consider additions to customer value proposition to bring in more customers
Design Systems & Branding
The design system and branding of the platform presented us with a significant challenge. As within this multiagency framework, five teams exerted influence over the design aspects of the platform. Aligning their diverse needs and priorities while developing a cohesive design system proved to be a complex.
This was a difficult project for many reasons, but with that came lots of opportunity learn. This project allowed me to take the lead role for design taking ownership for the design guideline and design direction.
Building a cohesive design system that could accommodate the unique needs and priorities of each team necessitated careful negotiation and compromise. We meticulously analysed the overlapping areas and synergies among the teams' design requirements.
Emails
An essential part of the e-commerce platform are how we communicate with our customers, informing them of the essential and the promotional. I was able to take the lead in crafting our email approach. These four emails became the templates for the other required email to come as the platform grew and evolved.
Payment Integration
An integral part of any e-commerce platform is payment, As part of this project i headed up the integration of PayPal off the back of user testing that showed that many of our users preferred PayPal as their primary payment method.
Are users preferred PayPal as the payment method because of its ease of use and for the added security that it provides.
Working with the tech lead we developed the necessary user flows that would allow our customers to PayPal as an alternative payment method.
Partnerships
Towards the end of the engagement i transferred to the partnership squad. Here I worked directly under a lead designer to successfully merge these two unique brands. The process took many iterations and negotiation to settle on a design expression that suited both parties. We also worked on the integration pathway for combining these services.