BoohooMAN.

Over time, the BoohooMAN shopping experience had evolved through a series of incremental improvements and conversion-focused changes. While individual updates addressed specific problems, the overall experience had become increasingly fragmented.

The opportunity was to create a more cohesive and distinctive mobile-first shopping experience, without losing the speed, convenience and functionality customers expected from a major e-commerce platform.

Before exploring solutions, I reviewed the existing customer journey using available analytics, stakeholder input and UX research. The aim was to understand which parts of the experience created friction and where improvements could make the greatest difference.

The findings helped establish priorities across browsing, product discovery and purchasing, while highlighting the need for a more consistent experience across different areas of the website.

Before redesigning individual screens, I mapped how customers navigated the wider shopping experience, identifying how product discovery, filtering and account management connected.

This helped move us beyond the existing one-size-fits-all template and establish a clearer foundation for the areas I led across the redesign.

The redesign aimed to create a more connected shopping experience that felt distinctly BoohooMAN. Rather than improving isolated screens, the focus was on establishing clearer patterns and a more coherent visual and interaction language across the customer journey.

I worked across the key shopping experiences, balancing customer needs, commercial priorities and feedback from different stakeholders.

A redesign of this scale needed more than strong individual screens. It required coordinating feedback, aligning stakeholders and maintaining a consistent direction across different parts of the customer experience.

I helped lead the UX work by bringing research, design exploration and stakeholder feedback together, creating opportunities to review progress and address decisions before they became blockers.

The project established a more cohesive design direction across several core shopping journeys, bringing together research, stakeholder feedback and detailed UX exploration.

Although the full redesign was not launched, the work demonstrates how I approached a complex, multi-journey design challenge within a major e-commerce environment.

This project reinforced the importance of maintaining a clear design direction when working across multiple journeys and stakeholders. Individual improvements can be valuable, but the experience only becomes coherent when those decisions work together.

It also highlighted that strong design work doesn't always reach customers. The challenge is to make the research, decisions and collaboration valuable regardless of the eventual delivery outcome.