Info

Brown Thomas is a chain of four Irish department stores, located in Dublin, Cork, Galway and Limerick providing luxury shopping experiences and featuring exclusive offerings from the most innovative brands & designers in the world.

I worked for Brown Thomas first as an employee from 2013 to 2017, and since then as a consultant. During this time I have been involved in multiple online projects and BAU tasks working with their internal creative team, cross-functional capacity and 3rd parties to create and deliver digital brand experiences in line with business goals and objectives.

Key projects & assignments

UX/UI improvements & new features (2014-2019)

Created briefs, wireframes and mockups of various site functionalities & destinations.

Solutions which were possible to achieve within the site framework were developed in house by myself & other team members, such as Featured Content Hub, seasonal destinations, promotional categories and landing pages, competition pages to name but a few. Other areas with complex functionalities were briefed to the agency.

Digital magazine (2018)

Involved in digital magazine integration onto the Salesforce platform by:

• Creating matrix for the content components and modules with full specification document and naming convention, which was subsequently converted into Velocity templates and JSON attributes.
• Designing multiple wireframes and mockups for the digital magazine UI such as horizontal and vertical product carousels, inline product variants, and product quick view with multiple attributes.
• Testing, building content and training the creative team on how to set up the integrated magazine.

GDPR re-consent program (2018)

Worked collaboratively with CRM, marketing & ESP provider to plan and implement the re-consent program, which addressed the new GDPR requirements where the business had to comply with positive opt-ins for each contact channel (Email, DM, Phone, SMS).

Designed and developed a dynamic email communication, based on customer preferences that linked to a mini preference centre form hosted on the website, where subscribers were able to update their communication channels; data from that form was sent to ESP and updated the customer profile in ESP database and the CRM system.

Beauty Awards (2018)

Developed a destination where viewers were able to vote for best beauty products from multiple categories. It resulted in a visually appealing content page with a complex online form linked to ESP and CRM database.

Welcome Packs (2017-2018)

Designed 20+ welcome online packs for luxurious designer brands to highlight digital opportunities on brownthomas.com.

Seasonal campaigns planning and implementation (2014-2017)

Took part in weekly marketing, creative and buying planning meetings for content, email and trading requirements. Assigned task owners & managed creative tasks execution.
Defined expectations and delivery timelines.

Trading plan calendar (2015-2017)

Managed trading plan calendar based on collaborative, cross-channel planning sessions where online activities, site content and email marketing were planned.
Managed the execution of the trading plan by defining expectations, delivering timelines, ensure design team meets required design timelines while delivering high quality work. Responsible for QA and proofreading of all web content.

Email marketing (2017)

Involved in email strategy, email templates redesign and ESP re-platform. Created a set of email template mockups, technical specification for ESP implementation, oversaw the development, conducted reviews and testing, trained creative team on use of new platform.

Re-platform (2017)

Creative and UX lead for the re-platform project for brownthomas.com. Took part in discovery phase discussions where all functional specifications were decided. Provided multiple wireframes and mockups for the new platform. Prepared training plan for the creative team.
Implemented multiple destinations based on the new framework, such as newsletter sign up form, careers page, beauty destination, competition page to name but a few.

Re-design (2016)

Prepared multiple briefs and technical specs for various site destinations in accordance with business objectives, driven by user insights.
Managed relationship with the creative agency to conduct brownthomas.com redesign project, which addressed key gaps in the user experience across the various devices used to shop on the site. Taking mobile first approach enabled to solve a number of usability, layout, SLA and content issues which resulted in the growth of the online business, improvements on ATV, funnel metrics, reduced abandonments, increased time on site, improved mobile conversions, increased desktop conversion, introduced surprise and delight features.