(2015 – 2017)

Leading the design and implementation of the new design language at ASOS, launching in 2017. Including optimisation of key areas of the user journey including Homepage, Product detail page and Checkout.

Working across all platforms: Desktop, mobile web and app (iOS and Android)

ASOS is one of the largest online fashion retailers in the UK.
When I arrived at ASOS, there was much room for improvement. Identifying that there was a need for basic organisation with typography, page hierarchy, consistent CSS, it was a great opportunity for me to create a set of guidelines to enable designers and developers to move faster.

Setting up a designers ‘toolkit’ for all designers and developers to design and build all new products for ASOS for create consistency. The toolkit was built in sketch using symbols to be fulfilled from one centralised library, and alignment / contribution meetings were set up weekly to pass through all new designs into the toolkit.

The first product to completely utilise and help inform to toolkit was a complete redesign of the checkout.
I led the visual design of the checkout, bag and my account sections of ASOS across all platforms with several teams.

100% of all customers will have viewed a product detail page in their journey. This means small details can make all the difference, optimising the page for users was as much of a priority as the redesign itself.

Refining the ‘neutral homepage’ design was a clear goal for me. The original page was confusing and text heavy. By reducing cognitive load to the user on first landing, bounce rate decreased by 12% and click through rates increased by 57%.

A similar approach to the ‘neutral homepage’ was taken on the ‘gendered homepages’ to reduce the cognitive load and the homepages were updated across all platforms to give clearer actions for users to perform.






Checkout Desktop