The UK’s
favourite savings
destination
CONTEXT
Leading design at VoucherCodes I helped make user experience a core function within the business.
I built and managed a multidisciplinary team of product and content designers who collaborated with product, engineering and marketing teams.
Working within an agile environment, I implemented user-centred design processes, authored the design system, and fostered team culture.
I also conceived and delivered a rebrand, supervising large scale rollout to consumer touchpoints, B2B comms and internal culture.
ROLE
Design leadership
Creative direction
UX / UI design
Prototyping
Usability testing
TEAM
Emma Andrews
Yongjie Chen
Lucia Grana
Mila Lolli
Sara Ninno
Clarke Noone
Danielle Timcke
Charlotte Walsh
Brand
After several successful years, the brand required a refresh.
Evolving meant creating a contemporary brand identity, a fresh colour palette and deploying a modern typeface.
Product
Creating improved user experience across the web (mobile-first) and native apps (iOS and Android) using the new and improved visual language.
Web
Home
The layout was de-cluttered through increased use of white space. I worked with developers to create dynamic modules that pulled merchant imagery from the backend.
Search
The functionality was totally overhauled. The new experience provides smart search, filtering results on every keystroke with filters for brands or specific offers.
Restaurants
With eating out being a key vertical to the business, the restaurant experience was given special attention. Customers can easily filter deals based on location, day of the week and party size.
Desktop
Although the design process focused on mobile-first care was taken to allow a truly responsive design for desktop and tablet.
App
iOS & Android
The brand’s visual feel was maintained across platforms while native interactions were leveraged in order to ensure an intuitive experience users.
Design system
Ensuring consistency and speed
To ensure consistent brand DNA in design an atomic approach was taken, utilising Sketch and InVision’s Design System Manager (DSM) for delivery.
Design files dynamically consume components that are authored in a master file. Team members can use overrides for copy and imagery for flexibility and to satisfy any particular product brief.
Components
Design files use components that can be overridden in order to change content.
Usability testing
Validating design hypotheses by gleaning valuable qualitative insights
Usability Lab
We set up our own in-house lab to test designs and validate hypotheses.
Observation
Sessions were available to view online or in our observation room.
Insight gathering
At the end of the session, user insights are collated and documented.
Evangelising design as a function
Fostering cross-functional collaboration in an agile environment
Agile
We adopted Agile methodologies and ceremonies.
Design sprints
We worked on new features with stakeholders from across the business contributing ideas.
Workshops
Bringing stakeholders together with workshops enabled early collaboration and buy-in.
Team culture
Collaboration was a key part of our culture. Design worked closely with the product, engineering and marketing functions of the business.
IMPACT
Over 8.6M members nationwide
70M site visits, £478M retail sales.
69
Mobile site traffic
8
Members
70
Website visits
478
£m, retail sales