Pro:Direct Sport

My design background gives me a view of the whole product: the customer problem, the experience we create, the platform behind it and the commercial outcome.

Having researched, designed and tested the journeys myself, I bring practical understanding of customer needs into roadmap and delivery decisions. I work with directors and stakeholders to set priorities, and with engineering squads to turn those priorities into releases. I also manage relationships with Shopify, app providers and integration partners.

I managed UX designers, data analysts and merchandisers while remaining hands-on in design systems and prototyping. I presented the work to stakeholders and brand partners including Nike and adidas, explaining the customer need and the thinking behind the proposed experience.

The first transformation: replace the legacy platform with a fully custom Sitecore CMS.

I joined in 2018 to replatform websites running on a non-CMS platform used since around 2003. We rebuilt all of the websites from scratch on Sitecore, designing and developing every part of the experience.

I was responsible for all of the design and testing, working throughout delivery with internal developers, engineering and EPAM, the offshore development partner brought in to support the build. During this generation, I also owned Fredhopper Merchandising Studio.

I treated the design system as part of the platform: a shared foundation for consistent customer journeys and continued iteration.

I designed desktop and mobile journeys covering product filtering, size selection, personalisation, pre-orders and reviews. Designing these states in detail helped connect the broader product requirements with the experience customers would actually use.

I built reusable components, content sections and a pattern library to support those journeys across the sites. Working with engineering, we use Tailwind CSS for reusable classes, carrying the same emphasis on consistency and reuse into implementation.

AI-assisted prototyping is now a core part of my design and product process. I use it to turn ideas into working concepts quickly, giving engineering something tangible to review so we can discuss the experience, technical considerations and alternatives earlier.

User testing helps us refine the experience before delivery. After launch, customer feedback, analytics and A/B testing inform further changes, keeping design connected to the ongoing product roadmap.

My ownership continued between major launches, connecting the shopping experience with the systems and teams that operate it.

Alongside replatforming, I delivered workstreams across queueing systems, membership and reusable content components. I also owned improvements to product discovery, merchandising and product sequencing, using customer testing and feedback to refine the wider shopping journey.

This responsibility extended to Fredhopper during the Sitecore generation and now Shopify, Bloomreach Discovery, Engagement and our CDP, including Clarity AI. I also owned Google Analytics, Google Tag Manager and their implementation, connecting platform ownership with how we measure customer behaviour and performance.