As Lead Product Designer at Kurt Geiger, I was responsible for the creation and maintenance of Design Systems for their three brands, as well as the overarching strategy for A/B testing and product development. My responsibilities included the maturation of the UX function within the business and cooperating with the product teams to ensure the users voice is heard throughout development and optimisation of the three brands digital offerings across app, mobile and desktop.
I was responsible for redesigning some key areas of the Kurt Geiger website, including the header, footer and payment flow.
Myself and the UX Designer I managed were responsible for creating an entire new site for the Carvela website (which is a sister brand of Kurt Geiger that was being spun off).
We managed a whole site design in 2 months as we used our Kurt Geiger design system as a basis and modified colour palettes, button shapes, and typography. This would never have been possible without relying on the old design system as a template.
Creating scalable Design Systems was one of the core focuses of my time at Kurt Geiger. There were some basic style guides in place which formed the basis of the Design Systems that span the 3 brands.There were several tools in use by previous designers so I decided to unify the toolset used, and after some research, I decided to use Figma as our platform for designing and for our Design Systems. It proved an excellent tool for the job due to its browser based approach, meaning it's so much easier to keep development in the loop with the latest iterations, as well the fact that all designers work directly on the same design, meaning versioning isn't an issue.
The other responsibility I had was for the A/B Testing strategy for the business' three brands. This included user research, prototyping, user testing and KPI specification and in-depth analytics monitoring.
I worked closely with the Senior Digital Performance Analyst to conduct in-depth analysis of our tests, to ensure key metrics are met and that complex tests are successful based on their individual signals of success.
During my time at Kurt Geiger, I consider some key outcomes to be the launch of the Carvela brand site with a fully specced out design system based on a modified Kurt Geiger design system that was built and launched within a month and the incremental revenue of over £2M gained from our extensive A/B testing and optimisation efforts.
