BODEN website rebranding

For the Autumn/Winter 2022 season, I led the digital translation of Boden’s refreshed brand identity. My focus was on elevating the e-commerce experience with a premium, editorial aesthetic across the high-impact stages of the user journey: Product Details (PDP), List Views (PLP), Quick View, and Reviews. The goal was to align digital touchpoints with the brand's new high-end positioning while optimising for conversion.

ROLE

Senior Product Designer

DESIGN APPROACH

I collaborated closely with the UX designer and researcher to enhance usability and discoverability. Following a series of usability tests, I improved existing UI patterns and developed new ones. These new design components were integrated into the Boden Design System. I helped introduce a more collaborative workflow between the product team and offshore developers, while supporting task prioritisation with the Business Analyst.