Project > Huxley

Redesign, replatform, retool - tedbaker.com

Product design
UI + UX
Strategy

Design + Strategy
Nathan Fraser
Natalie Hupfield
Research + Optimisation
Ashley Smith
Steve Cummaford
Product Management
Simon Lovatt
Rob Rowe
Lisa Trenoweth
Development
Wunderman Thompson

Project codename 'Huxley' - the replatform of tedbaker.com, marking a paradigm shift towards a digitally-enabled agile future through responsive technology, using a mobile-first methodology.

Utilising headless SPA architecture, the project ensured improved performance, increased scalability and enabled front-end enhancements to be delivered at speed, using a data-driven approach to test, learn, optimise and iterate.

Storefront

Project role

I worked in collaboration with the product managers, business stakeholders and development partners to strategise and implement the design, features and usability of the website.

Re-engineered the design system with a focus on accessibility, building the component and pattern library using atomic design methodology
Defined a robust and flexible grid system to govern page design, while allowing for fluid content with familiar and intuitive patterns
Designed and prototyped the entire end-to-end user journey, with animated transitions and interactions
Listed acceptance criteria specification for user stories, exposing the granular detail in refinement sessions
Worked in conjunction with the QA and UAT teams to verify completion of user stories for end-to-end testing
Specified requirements for the CMS to improve efficiencies in productivity, content creation, authoring and publication

Checkout

Project delivery

Throughout the project several audits, tests and research tasks were conducted to deliver enhancements, discover opportunities and develop ideas for future improvement.

Improved checkout flow by designing a one-page, multi-step path to purchase
Redesigned store stock checker flow, enriching the omni-channel approach for a synergetic shopping experience
Unified design and usability of lightboxes, modals and pop-ups
Added 'feature switches' to activate or disable functionality by market, locale +/or time period
Implemented extensive targeting features to personalise content and product recommendations
Utilised Optimizely, Webtrends Optimize, UserZoom and Contentsquare to test, survey and analyse for continuous improvement