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Digital customer experience transformation

The brief: Transform the Photobox and Hofmann digital customer experience and create a leading digital product organisation through world-class experience design, product delivery across all customer touch points. 

Responsibilities: Mel was part of senior executive team and responsible for Product Management, Experience Design (UX, UI, User Research & Design Operations) and Programme Management across Photobox and Hofmann brands. Managing a team of 45+ based in London, Paris and Valencia, working with an additional 120 people in technology as well as commercial & manufacturing teams delivering customer value across 13 European markets and Rest of World. 

 

 

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PRODUCT STRATEGY

Business OKR strategy with measurable performance uplift

Product strategy for all existing and new platforms

Aligned to new technology react framework and data-driven architecture plan.

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EXPERIENCE DESIGN

Reimagine the customer experience from end to end

Metrics driven UX journeys

Redesign all templates

Product design system for scale

 

 

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VISUAL BRAND COMMS

Redefine role of photography in brand communications

Photography strategy

Real life - commissioning framework with customer and staff user generated content

Art Direction

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CREATIVE CULTURE

Rebuild product organisation

Talent plans & hiring strategy

Create new user research & design operation functions

Training and development programmes in association with HyperIsland

Grow to team of 45


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REIMAGINE THE MOMENT

Living stories - experience the moment, relive the memory.

Digital photography enables us to capture more moments than ever before. But memories that deserve to be cherished and enjoyed are trapped on camera rolls and lost in social streams.

Photobox as a clear role to play is getting photos off your phone and in your home.

Photography then takes front and centre in the marketing and merchandising story. From narrative to product, pack shot photography, every element of the image was considered to create an emotive response, drive engagement and increase sales.

CULTURE EATS STRATEGY FOR BREAKFAST - PEOPLE & PROCESS

Two equal parts of any successful digital cultural transformation. The right systems, processes and frameworks for teams to operate in. But more importantly it is the motivation of the teams through training, mentoring and personal development that ultimately drives change at scale.

From the more formal introduction of product management frameworks, decision making priorities, OKRs across the group or single unified roadmaps, agile frameworks and alignment of processes across all teams.

The more interesting and creative parts take a little longer - regular town halls to away days to introducing strategy by making approach to product design = prototyping to solve business problems. 

AND A WHOLE LOT OF PURPOSE & FUN

Culture thrives when we make magic happen.

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Digital customer experience transformation

 

The brief: What does a Telegraph Media Group grow their existing and highly successful travel channel to x4 growth without compromising editorial integrity.

Responsibilities: Designed and relaunched Telegraph Travel. First UK media organisation to seamlessly integrate travel content and ecommerce. Lead team of 25+ across product, UX, design, engineering and architecture.

Strategic business plan and customer experience strategy & roadmap. Partnerships with key industry commerce organisations. Technical strategy - data driven search, product catalogue, ecommerce proposition. Design, brand, user experience. Talent planning and recruitment.

 
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Digital customer experience transformation

 

The brief: Partner with the Mr&MrsSmith in-house team to redesign the end to end experience

Responsibilities: Mel and a small team of designers worked onsite on and off for 18months to redesign the full end to end experience inclusive of web and mobile apps. Develop design operations and platform consistency. Redesign hotel pages, introduction of search functionality, clearer integration of content strategy to improve and drive conversion metrics.

 

 
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Digital customer experience transformation

 

The brief: Strategic customer experience transformation.

Responsibilities: Partnering with Sapient London and working with the team onsite in Stockholm for six months to create the customer experience blueprint, the full end-to-end customer experience including the Tours, Deals and Last Minute sales

 
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Digital customer experience transformation

 

The brief: Which?, UK’s consumer champion. Leading the digital transformation program.of 36 properties and businesses across the Which? ecosystem

Responsibilities: Mel worked over 18month to redesign, reengineer and build a world class product & user experience team at Which? This included the full redesign of the primary website. The creation of three new products and services and the re-imagination of the Which? Campaigns platform,

Create world class product team with the hiring of a team of up for 35+ Product and Experience Design specialists.

Led strategic visioning, design and roadmap of future of Which? digital experience.

Strategy & design of three new digital products and services. Which? Campaigns, University and Birth Choices and redesign 8 existing products

Manage 35+ team to redesign 8+ multi-channel products

Introduce Product Management, UCD & IXD Design, User Research and Testing

 
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