Aligning product and user needs to drive growth
Role:
UX Design Manager
Team:
Product & Design
Skills:
Planning, Lean UX, Design Thinking, Usability Testing
Situation
Moving from UX Content Design Manager to UX Design Manager, I was tasked with maturing the UX discipline at giffgaff.
Task
To redefine the UX function and align product development with a clear user experience strategy.
Action
Establishing roles and responsibilities
I clarified the roles and domains of Product Managers, UX/Product Designers, and Content Designers. As a team, we developed a shared understanding of how we work across product teams, maturing UX and product development.
UX principles
As a team, we created a set of principles—Smart, Helpful, Human, and Playful—to define and guide the UX practice at giffgaff.
Ways of working
Used data and insights to shape our designs to communicate value. We design experiences that are easy to use and simple to understand. We shared insights and worked with other teams to deliver a connected user experience.
Embedding UX in business processes
I reshaped product demos so they were led by the UX team alongside Product Managers showing the value and impact of UX.
Introducing design sprints
I worked with Lead Product Managers to introduce design sprints that delivered on UX outcomes.
Building a design system
I led the expansion of the giffgaff design system with a focus on accessibility and reusable components, streamlining development, wireframing, and prototyping processes.
Results
A stronger user-centred design culture
Improved product
development
Higher ROI on
marketing spend