## **PROBLEM**

**People struggle to save. According to the FCA, 50% of UK adults are financially vulnerable:**

* **1 in 4 families have less than £95 worth of savings.**

* **50% would struggle with a financial shock.**

* **17% of UK adults would struggle with a £50 monthly bill increase.**

Barriers to saving:

* don’t know how to save.

* day to day financial challenges take priority over putting money aside.

* constrained finances, so can’t set aside significant amounts.

Fintech’s tend to tell people their current situation, they don't offer actionable avenues to help. We wanted to see whether we could find an actionable way to really help these customers.

How could we do this?

* providing a simple way which requires little additional thought.

* make it easy to start.

* fit in with my level and ability to save.

The 3rd party agency that outlined the above problem, continued to create multiple concepts and find out which had great potential with customers.

This is how Round Ups was born...Customers link a debit card, and Sainsbury's round up every transaction made on that card and put it in a Sainsbury's pot.

The question was, how could we technically make this work. This is where the Sainsbury’s Digital Experience team were brought in.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F8eaced14-1f09-494f-9d8a-22c879b148d7.jpg?alt=media&token=68ec2bc3-b7c9-4ceb-86a7-a701211a9361","id":"8eaced14-1f09-494f-9d8a-22c879b148d7","width":4608,"height":2592,"filename":"Round ups 1.jpeg","type":"image/jpeg","caption":"Ideation concepts","border":false}]}
```

---

## **SERVICE DESIGN BLUEPRINT**

### **The Product Owner and I, with involvement of the Back End, Front End developers and Solution Architect, created a service design blueprint. Core to this was working out how it would work with the 3rd party fintechs we were reliant on.**

The reality of rounding up each customer transaction as it happened and depositing it in a pot was unrealistic as the mechanism to move money (direct debit) was expensive. As such, the little and often nature of round ups would have to be a weekly direct

Designing around constraints would be a common theme in this project

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F37c5208f-0b09-4456-a91c-326405828d95.png?alt=media&token=839b9477-b95f-4149-a0bd-c596eed99f64","id":"37c5208f-0b09-4456-a91c-326405828d95","width":602,"height":414,"filename":"Round ups 2.png","type":"image/png","caption":"Service design blueprint","border":false}]}
```

---

## **DIARY STUDY**

### **Although initial research was done at a conceptual level, we had some key questions that we needed to answer before going too much further:**

* How much will people realistically round up based on their transactions?

* Is this amount viewed as useful to customers?

* At what interval will they withdraw their savings?

* How will customers use their savings?

* What customer behavior drives the greatest potential for incremental group spend?

We wanted to run a diary study to answer these questions, but as we didn’t have a live product to do this with, we recruited participants who use similar propositions, such as Monzo Coin Jar and MoneyBox.

We ran this study for 30 days, asking participants to answer a short questionnaire each week detailing how much their round ups were, whether they had withdrawn money and if so, what for and was this the original purpose of the pot.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2Feb79e20c-7b3d-4d8f-a85b-1f37f14f9500.png?alt=media&token=f31f1d31-6a71-43ac-a9dc-efc590c95445","id":"eb79e20c-7b3d-4d8f-a85b-1f37f14f9500","width":765,"height":345,"filename":"Round ups 3.png","type":"image/png","caption":"Prop killer questions","border":false}]}
```

---

## **MVP DESIGN**

### **Once we had some confidence that customers saw value in the amount they could realistically save via round ups, I started the design work. At this point I was the sole designer on the product so looked after both the UX and UI.**

My usual and preferred way of starting any design work is paper and pen, so I sketched out some initial end-to-end flows and specific screens based on the Service Design Blueprint. However, I quickly moved to digital design in Sketch as the use of the Luna design system made this quicker than sketching out every single page on paper.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2Fbc64c66f-f439-4c98-bd22-81c60261e6cd.png?alt=media&token=03c00dce-b74d-4e07-b989-661d12130072","id":"bc64c66f-f439-4c98-bd22-81c60261e6cd","width":9589,"height":8039,"filename":"3.png","type":"image/png","caption":"Initial wireframes using Luna design system","border":false}]}
```

---

## **PROPOSITION & DESIGN RESEARCH**

### **As we had a base level of design work - I ran UserZoom surveys (which included snippets of the log in design work) and also depth interviews.**

Key questions to answer were:

* will customers link their bank card with Sainsbury’s?

* how do they feel about linking their bank card?

* will customers trust Sainsbury’s Groceries to handle money?

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F8e6fe3d4-7134-40d0-a881-caebf2280993.png?alt=media&token=d1526e33-ac50-4668-bc8c-e0d4c3cf0f84","id":"8e6fe3d4-7134-40d0-a881-caebf2280993","width":668,"height":412,"filename":"Round ups 5.1.png","type":"image/png","caption":"Depth interview research planning","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F82660fe4-21bc-4a80-a740-b6bb8bf6ac32.png?alt=media&token=3b144142-3659-45c9-887a-186eaf59afd6","id":"82660fe4-21bc-4a80-a740-b6bb8bf6ac32","width":7808,"height":4896,"filename":"Round ups 5.2.png","type":"image/png","caption":"Depth interview research analysis","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2Fd20005b9-de41-4647-b26a-621b431c0c28.png?alt=media&token=0b4068c6-b458-40cd-b86f-4778a24b7160","id":"d20005b9-de41-4647-b26a-621b431c0c28","width":887,"height":628,"filename":"Round ups 5.3.png","type":"image/png","caption":"Userzoom survey analysis","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2Fe319a00d-d291-4d88-b2fa-34778c731f4d.png?alt=media&token=1f3bdb90-4309-4f54-9ceb-01fe954ab32e","id":"e319a00d-d291-4d88-b2fa-34778c731f4d","width":886,"height":628,"filename":"Round ups 5.4.png","type":"image/png","caption":"Userzoom survey analysis","border":false}]}
```

---

## **DESIGN ITERATION**

### The insight highlighted key issues:

* more information required on the third parties.

* weekly direct debits were problematic as it went against expectations.

* how do we explain the delay in direct debit arriving as well as other nuances.

**Blue tip cards** were introduced at specific points that caused confusion, due to restrictions with the 3rd party technology.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2Fb1ba9e18-63da-41ae-84f1-9ecd53209417.png?alt=media&token=abaa6faa-659a-451e-b4ca-68a7f1669a63","id":"b1ba9e18-63da-41ae-84f1-9ecd53209417","width":800,"height":748,"filename":"1.png","type":"image/png","caption":"Restriction 1: we could only show round ups from the previous day as our 3rd party would view bank statements over night.","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F14ef699a-463a-4e2c-a813-afcd020e15f0.png?alt=media&token=31af7b25-cd93-4bc1-9d90-3bbcebe16396","id":"14ef699a-463a-4e2c-a813-afcd020e15f0","width":800,"height":748,"filename":"2.png","type":"image/png","caption":"Restriction 2: we could only show 'what you will get' as we couldn't take daily direct debits due to a large cost implication.","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F8f114356-c825-4afb-b86b-639e70b41348.png?alt=media&token=f8618a11-5b3b-4e8a-b068-d7c7adc9342a","id":"8f114356-c825-4afb-b86b-639e70b41348","width":800,"height":748,"filename":"3.png","type":"image/png","caption":"Restriction 3: customers expected the weekly direct debit to clear on the 7th day. However we were at the mercy of the banking system and direct debit process.","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F0bbc306d-f9cf-47ed-abd7-3a86d981324c.png?alt=media&token=000bf339-acd3-40d8-8bbb-8f82d3f1618a","id":"0bbc306d-f9cf-47ed-abd7-3a86d981324c","width":800,"height":748,"filename":"2.1.png","type":"image/png","caption":"3rd party clarity to reassure users who the third parties were and that their money was safe. ","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F2f3ef35e-9a0a-4ed6-a99e-2c2a5a11b11a.png?alt=media&token=43177c91-5086-410b-887e-c6ea2cecac6d","id":"2f3ef35e-9a0a-4ed6-a99e-2c2a5a11b11a","width":800,"height":748,"filename":"2.2.png","type":"image/png","caption":"3rd party clarity to reassure users who the third parties were and that their money was safe. ","border":false}]}
```

---

## **DESIGN ITERATION RESEARCH**

### I organised and ran a further 10x depth interviews focusing on the themes that arose in the previous research; not understanding how the proposition really worked, and whether a weekly direct debit would be too much of a financial strain, neither of which surfaced again.

All users understood how the proposition worked, even though it went against their preconceptions and believed a weekly round up of c.£5-6 per week wouldn't be noticed.

This insight furthered our confidence that even with 3rd party technical restraints, the proposition was still attractive to users, and that we should continue. Obviously full confidence would come from the product being live.

---

## **NEW FEATURE PRIORITISATION**

### **As we were getting closer to release the beta trial, we wanted to look at how we could add more value to customers to make this proposition really stand out to customers.**

Previous research had highlighted some key additional features that could do this.

The team got together to discuss these options, keeping in mind the 2 target audiences (financially tied, and untied), and mapped these on to a customer value vs development effort matrix.

Options included at a high level, but with multiple variants:

* **Multiplier:** increasing the round up amount.

* **Pot lock:** to remove temptation to dip in, a common behaviour in the diary study.

* **Additional contributor:** add a second person to also contribute to the pot.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F0860339f-75d2-4bf3-aa31-6943affbc9fe.jpg?alt=media&token=5cf45150-78bf-4ba1-836a-9c16c3e2cec4","id":"0860339f-75d2-4bf3-aa31-6943affbc9fe","width":4608,"height":2592,"filename":"Round ups 7.0.jpeg","type":"image/jpeg","caption":"New feature prioritisation","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F9a82905e-959d-4ee1-a5f7-7b8da487c6a0.png?alt=media&token=479bbb4b-acd0-41ea-b1e4-497005b52bc5","id":"9a82905e-959d-4ee1-a5f7-7b8da487c6a0","width":720,"height":405,"filename":"Round ups 7.1.png","type":"image/png","caption":"Mapping features to customer needs","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F03a40d1c-ba05-46a1-9e56-b3337ce1ef70.png?alt=media&token=785a81b7-d0d1-4c98-9328-05d6d6ac735a","id":"03a40d1c-ba05-46a1-9e56-b3337ce1ef70","width":800,"height":748,"filename":"Pot lock 1.png","type":"image/png","caption":"Pot lock","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FJAXFSwUqWTZXPWufur2r%2F4b1037b1-3b53-4866-934d-74958232bba6.png?alt=media&token=6f335402-3229-4395-997b-2a52e7deb9ad","id":"4b1037b1-3b53-4866-934d-74958232bba6","width":800,"height":748,"filename":"Pot lock 2.png","type":"image/png","caption":"Pot lock","border":false}]}
```

---

## **WHAT'S NEXT**

### **One of the biggest hurdles has been to get 3rd party contracts signed off. Being financial services and handling money, this is no mean feat.**

Now this is nearly done, we will go in to a beta trial hopefully by the end of September.

From here we will be tracking analytics around sign up, frequency customers view their pot, access their pot.

We'll also be gathering feedback from within the app and inviting customers to take part in qualitative research.

Whilst we're doing this, we'll be working on the next features.

Sainsbury's: Round Ups

## **PROBLEM**

### **The aim of the Waste Less Save More site is to help customers waste less food and therefore save money. The site does this by providing the following:**

1. Tips on how to make perishable food last longer.

2. Find recipes by inputting left over ingredients. \[Food Rescue\].

3. Showcase what Sainsbury's are doing in the community to help tackle food waste.

The team understood that the majority of traffic to the site was on mobile via Facebook paid for advertising. **However, the problem we faced was a very shot session time per user.**

We were asked to look at the experience the current site provides, understand whether the content was in line with customer expectations and needs, and find ways to help customers find relevant content.

---

## **RESEARCH**

### **Existing analytics showed that the majority of customers would read a single article before leaving. There was no evidence that users were discovering other content on the site, such as Food Rescue, which we knew was a powerful and popular tool for those that knew about it.**

With the assistance of a UX Researcher, we conducted 10 depth interviews with customers. The research aimed to observe user behaviour on mobile devices, understand their thoughts on the content, and see how we could increase engagement with relevant content.

The research highlighted the following key issues:

* no quick next steps once an article was read.

* articles had poor content hierarchy, which could cause cognitive load and reduce the desire to read more articles.

* inability to easily and quickly share tips and recipes with friends.

* 'inspiring content' was overshadowing the more useful and practical articles and tips, which became difficult to find.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FQUL5xJIt1S1BL3Bo2xYo%2Ffd32b2e2-d71a-4ad8-ac37-4d0fc5056350.jpg?alt=media&token=32544235-dd2e-489f-ab67-df3bbbe827e9","id":"fd32b2e2-d71a-4ad8-ac37-4d0fc5056350","width":1086,"height":724,"filename":"WLSM 1.jpeg","type":"image/jpeg","caption":"Research notes / analysis","border":false}]}
```

---

## **SKETCHING & DESIGN**

### **I sketched out quick ideas for key pages through the site, then working with the Creative Director and Senior UI Designer we finalised which would be taken in to UI design.**

**As I planned to work closely with the UI Designer during the full UI design phase, and due to having limited time on the project, we felt there wasn't any benefit from creating wireframes and to get straight to full design.**

Core changes we made included:

* **Article content hierachy:** to reduce cognitive load, allows users to understand which images relate to which headers and content.

* **Infinity scrolling articles:** each article rolls in to the next, taking away reliance on user consciously selecting a next action.

* **Social sharing:** on whole articles and each individual tip/recipe within the article.

* **Article tags:** we introduced prominent tags for each article, so users could continue their experience and find related articles.

* **Recipe integration:** many articles linked to 3rd party recipes, taking customers away from the site. We brought these back within the site so recipes could be actioned.

* **Search results:** distinction between inspiring articles, tips and recipes, with the hierarchy in favour of the latter two.

---

## **REDESIGN RESEARCH**

### **I decided to learn how to use Principle and created an animated prototype of the key changes we made.**

We conducted more depth interviews with customers to understand a few key elements; were articles easier to read with clearer content hierarchy, could users access recipes and how did they react to the different ways to find more relevant content.

Initial verbal feedback in the sessions was positive, but ultimately the true test of these designs would be with live data.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FQUL5xJIt1S1BL3Bo2xYo%2F17836bee-e366-4804-b0b7-c2a4b4192b7a.jpg?alt=media&token=77f6d73d-9416-4b95-9afd-9d4250df129e","id":"17836bee-e366-4804-b0b7-c2a4b4192b7a","width":640,"height":1136,"filename":"WLSM 2.1.jpeg","type":"image/jpeg","caption":"UI credit: Lee O'Connell","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FQUL5xJIt1S1BL3Bo2xYo%2F1dea4597-507f-4ffd-9289-cefdbfc35630.jpg?alt=media&token=9bd8ddcc-5802-45d2-bc46-96fab4c0fda5","id":"1dea4597-507f-4ffd-9289-cefdbfc35630","width":640,"height":1136,"filename":"WLSM 2.2.jpeg","type":"image/jpeg","caption":"UI credit: Lee O'Connell","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FQUL5xJIt1S1BL3Bo2xYo%2Fbf86efe0-aed8-4df0-b14d-9785b1c4a572.jpg?alt=media&token=3a63bae0-da7c-4d2d-a540-ba2bcf7efc13","id":"bf86efe0-aed8-4df0-b14d-9785b1c4a572","width":640,"height":1136,"filename":"WLSM 2.3.jpeg","type":"image/jpeg","caption":"UI credit: Lee O'Connell","border":false}]}
```

---

## **FEATURE PRIORITISATION**

### **I ran a quick exercise with the team, including Product Owner and Developer, to understand the feasibility of build for each feature and how complex it would be.**

This would have been a starting place to move in to organising a sprint board.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FQUL5xJIt1S1BL3Bo2xYo%2F9a8c0a88-3cbc-49b7-ab0c-8792b2a0338b.png?alt=media&token=b45a4eb4-9d5b-42b6-b695-25085f5fb234","id":"9a8c0a88-3cbc-49b7-ab0c-8792b2a0338b","width":1515,"height":880,"filename":"WLSM 3.png","type":"image/png","caption":"Feature prioritisation","border":false}]}
```

---

## **WHAT HAPPENED NEXT**

### **A core part of this work was to convince the business to invest further in to Waste Less Save More and start a build phase.**

**One of the key reasons to use Principle was the ease at which I could put the prototype or video recordings in to stakeholders hands, rather than just having a report to read.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FQUL5xJIt1S1BL3Bo2xYo%2F2dd4c00e-583e-4757-93a5-2532dd6bb184.mp4?alt=media&token=cb517018-fc9a-4eb0-a757-9d22dae80918","id":"2dd4c00e-583e-4757-93a5-2532dd6bb184","width":320,"height":568,"filename":"WLSM_proto_final recording_v.2.0.mp4","type":"video/mp4","caption":"","border":true}]}
```

---

## **IF I DID THIS PROJECT AGAIN**

###### **At the time of this project, Sainsbury's hadn't adopted more agile ways of working, hence why this was a tactical design sprint with only 1 developer on board.**

**Unfortunately the project was not deemed high enough of a priority in comparison to the Sainsbury's e-commerce projects that were underway, so further budget was not secured for the changes to be made to the live site.**

**Ideally this project would have had a larger cross functional team so we could have taken the prioritised elements and started working collaboratively in sprints.**

Sainsbury's: Waste Less Save More

## **PROBLEM**

### **The Blinkbox listener base were laid back when it came to discovering new music. Utilising YouTube playlists and getting recommendations from friends and family. They were reluctant to invest time in discovering new music and as such dwell time on the Blinkbox app was low.**

**The task...to enable our listeners to discover great music and increase the time they spent on the app, without demanding too much of their time and effort.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FgmJCemZqtIKBBFGXWWYI%2F5a4782fd-3fe9-4d90-aae0-049236c1d78a.png?alt=media&token=646cc14b-5f09-4a5b-8407-aea5772376d0","id":"5a4782fd-3fe9-4d90-aae0-049236c1d78a","width":1642,"height":950,"filename":"blinkbox 1.png","type":"image/png","caption":"Existing insight on blinkbox user behaviour","border":false}]}
```

---

## **IDEATION WORKSHOP**

### **We already had primary research and personas that outlined the type of listeners we were dealing with so didn't conduct any new discovery based qualitative research.**

**Instead we wanted to get a better understanding of the technical capabilities before we went too far with new ideas.**

**With this in mind, the two product owners and I held an ideation workshop with our developers to:**

1. **understand the possibilities of the existing music database - Gracenote.**

2. **feedback on initial ideas and brainstorm new features.**

**The best part about this exercise was the enthusiasm from the developers in the workshop who had not been involved in early stage concepting in the past.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FgmJCemZqtIKBBFGXWWYI%2Fc31436d9-546d-4f7c-bc4d-e46076e452f6.png?alt=media&token=5389eaf8-0505-4e0d-8b8a-6dabf23678aa","id":"c31436d9-546d-4f7c-bc4d-e46076e452f6","width":698,"height":425,"filename":"blinkbox 2.png","type":"image/png","caption":"Ideation workshop","border":false}]}
```

---

## **SKETCHING CONCEPTS**

###### **Of the selected features from the ideation workshop, multiple solutions were sketched.**

**In conjunction with another UX Designer, Senior Product Manager, and Head of UX, 3 options were chosen to wireframe and prototype for user testing.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FgmJCemZqtIKBBFGXWWYI%2F718fea95-87b8-4286-b12c-7f6b43c2f0c7.png?alt=media&token=9bda69e2-5049-43c6-93cb-cbbf81f6f56b","id":"718fea95-87b8-4286-b12c-7f6b43c2f0c7","width":790,"height":540,"filename":"blinkbox 3.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FgmJCemZqtIKBBFGXWWYI%2Ff8d6d2d6-72ce-428e-a3f1-9ebd59311de6.png?alt=media&token=f473576d-4556-43cc-ae92-8d6b0555d36d","id":"f8d6d2d6-72ce-428e-a3f1-9ebd59311de6","width":752,"height":530,"filename":"blinkbox 3.2.png","type":"image/png","caption":"","border":false}]}
```

---

## **PROTOTYPES FOR RESEARCH**

###### **As we were at a very early concept stage, it wasn't worth created highly polished designs or prototypes in order to answer some quite high level questions.**

**With assistance from the Research Manager, I ran 17x depth interviews with listeners that broadly represented our personas.**

**We wanted to understand four key areas:**

1. **Validation:** validate our current understanding of how they discover music.

2. **Control:** how much control did they want when trying to discover music.

3. **Effort:** how much effort were they willing to put in to this.

4. **Genre filtering:** how useful is 'genre' as a way to discover music.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FgmJCemZqtIKBBFGXWWYI%2Fde5be231-734a-4303-b82e-30953f4742f1.png?alt=media&token=028531f3-9aa7-4d58-8e82-8a135a0e1dfd","id":"de5be231-734a-4303-b82e-30953f4742f1","width":2004,"height":1376,"filename":"blinkbox 4.1.png","type":"image/png","caption":"Concept 1: collaborative playlist","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FgmJCemZqtIKBBFGXWWYI%2F8cf1c240-1315-426d-90d3-f9bbbaa690dc.png?alt=media&token=03ff2d63-bc05-46d2-b072-54b082023fe0","id":"8cf1c240-1315-426d-90d3-f9bbbaa690dc","width":828,"height":1680,"filename":"blinkbox 5.1.png","type":"image/png","caption":"3x artist station","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FgmJCemZqtIKBBFGXWWYI%2F69393224-1796-430a-a897-6f6d8e725876.png?alt=media&token=9fee96bc-93ef-478a-a32c-267797b952b8","id":"69393224-1796-430a-a897-6f6d8e725876","width":828,"height":1680,"filename":"blinkbox 5.2.png","type":"image/png","caption":"Multi-seed playlist","border":false}]}
```

---

## **DEBRIEFING RESEARCH**

###### **Findings were debriefed to marketing, development, product and design teams, highlights included:**

* **Genre and real life mismatch:** listeners found that discovering music by 'mood' was a better way to find the right music at the right time than genre.

* **Mood / artist / genre:** creating a station based on 3 elements was viewed as too confusing, with potential for contradictions in results. This was the limit to the effort they would be willing to put in.

* **Discovery vs robust station:** listeners were unsure whether the concepts were to enable greater discovery, or just to create a robust playlist of known artists.

**From the research we had a good idea of which concepts had most appeal to customers, next steps were to iterate on designs.**

---

## **NEXT STEPS**

### **Unfortunately Blinkbox was wound down by new owners, so this project ended shortly after the research was debriefed.**

**Ignoring this, the next steps would have been to refine the concepts and take these back in to testing with users to further validate our initial findings but to delve a bit deeper in to how each would work from a usability stand point.**

**Ideally I would have loved to work with the developers again to get a working example of the collaborative playlist, as this was heavily dependant on technical capability of involving multiple people. It would have been fascinating to invite some listeners to an early beta diary study to test this functionality with friends in real settings.**

**We started initial discussions on whether these concepts were more premium features of the app and therefore should be an addition to the existing subscription.**

**I saw great potential for the direction we were going in, and will always see this as an 'if only' project.**

Blinkbox Music: New feature, concept, design

## **BRIEF & APPROACH**

### **The Tu stakeholders noticed they had very low users on the app, and much higher usage on mobile web, so they were keen to move to a responsive site and utilise the Sainsbury's design system, Luna.**

**As the Digital Experience hadn't previously been involved in the website or app, we saw this as an opportunity to showcase a customer led approach, rather than just a visual redesign.**

**With this in mind, I was keen to start off with discovery based depth interviews to understand how customers felt about clothes shopping at a broader level and how digital helps and hinders this. This would give us the basis to create a great shopping experience for customers whilst also driving conversion.**

---

## **DISCOVERY RESEARCH**

### **I structured and conducted 12x depth interviews with Tu customers to understand:**

**OBJECTIVES**

1. **their personal relationship and attitudes with clothing.**

2. **how they currently shop for clothing.**

3. **the role online plays with clothes shopping and potential hinderances it causes.**

**RESEARCH HIGHLIGHTS**

**Insight from this research highlighted that product fit and quality was of high importance, but was difficult to establish when online.**

**On a positive note, Tu was commended for using models of average size and including this information as well as the clothing size they were wearing. This helped customers make a better informed decision whether the clothes would fit.**

---

## **CONCEPT DESIGNS**

### **Using this insight, UX and UI designers started creating concepts and building Axure prototypes.**

**These aimed to bring forward model height and clothign size in to the product imagery higher up the page, as well as showing closeup images of the products to better get across the quality.**

**Working with the researcher, we planned and ran 12x depth interviews to test the concepts.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FuXnkjy9PVayuudqSDNpr%2F12e36dfb-d1ff-4cbd-8907-8e53e542f090.jpg?alt=media&token=ee0dc04b-3f9f-4b48-aebb-f442c5e62aa3","id":"12e36dfb-d1ff-4cbd-8907-8e53e542f090","width":3264,"height":1836,"filename":"Tu clothing 1.jpeg","type":"image/jpeg","caption":"Credit: UI designers for visual work","border":false}]}
```

---

## **RESEARCH OUTCOMES**

###### **The depth interviews showed that the larger imagery, focus on quality (close up images) and highlighting height and clothing size they were wearing was an improvement.**

**However, the long scrolling page of images on mobile made access to other product information more difficult. This we could address with further tweaks.**

**On the product listing pages, we also understood more about the hierachy of filter options.**

**If we had more time, it would have been great to conduct surveys to investigate the priority order of filter options with a much larger sample.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FuXnkjy9PVayuudqSDNpr%2F8243faaf-5590-4f47-b802-2b445a5e062e.png?alt=media&token=ae40ed6e-f7a4-4110-a2ea-bf17385a1920","id":"8243faaf-5590-4f47-b802-2b445a5e062e","width":1279,"height":719,"filename":"Tu clothing 2.1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FuXnkjy9PVayuudqSDNpr%2Fee2cd509-6503-4269-93b8-2a4b27da1f60.png?alt=media&token=8df93597-a128-4c0e-ab58-b1247b809497","id":"ee2cd509-6503-4269-93b8-2a4b27da1f60","width":1279,"height":719,"filename":"Tu clothing 2.2.png","type":"image/png","caption":"","border":false}]}
```

---

## **CHECKOUT OPTIMISATION REDESIGN**

### **Whilst the product detail and listing page concepts were being finalised, myself and another UI designer paired to focus on checkout.**

**Existing analytics showed that customers were spending a long time in the checkout journey with some drop off throughout, presumably due to it’s length.**

**Unfortunately we weren't given the time or budget to understand the 'why' behind the drop off within checkout, so we created a 3-step and 5-step versions of the checkout process to test alongside the existing 7-step.**

**I was keen to understand whether there was more cognitive load when it came to fewer steps but more scrolling, vs more steps with limited scrolling.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FuXnkjy9PVayuudqSDNpr%2Fd3374b3d-df8c-430b-b0e9-2318266e5ed0.png?alt=media&token=ca4598ca-be6e-42b8-9c6f-458666e32c8e","id":"d3374b3d-df8c-430b-b0e9-2318266e5ed0","width":723,"height":420,"filename":"Tu clothing 3.png","type":"image/png","caption":"","border":false}]}
```

---

## **CHECKOUT RESEARCH OUTCOMES**

### **We took the prototype in to depth interviews and the qualitative insight showed that the shorter 5-step approach was a good middle ground of the process not feeling too long, but each step not being too arduous.**

**Although the initial qualitative insight was positive, we wanted to have greater confidence changing such a key element of the experience. As such as we proposed an A/B test of the 5-step vs a 3-step to be done at a later date.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FuXnkjy9PVayuudqSDNpr%2Ff9a054bd-38c1-44a0-8d96-e006a5f72a5c.png?alt=media&token=5707b206-7c9b-4b4c-ba96-404946176e5a","id":"f9a054bd-38c1-44a0-8d96-e006a5f72a5c","width":692,"height":389,"filename":"Tu clothing 4.png","type":"image/png","caption":"Research analysis","border":false}]}
```

---

## **MEGA MENU**

### **Using analytics we identified which sections were accessed least. We also noticed that the menu was overloaded with links which could increase cognitive load.  We consolidated the options down to a more manageble number, more fitting for a mega menu.**

**Working with the UI designer, we created rules around the mega menu, including a limit of items per column, and at which device size it would change to a hamburger menu.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FuXnkjy9PVayuudqSDNpr%2Fdcffdc5b-7061-45bc-810b-d729d57781d1.png?alt=media&token=1907cabe-4c3d-4d5b-865e-cdc3f8371a4a","id":"dcffdc5b-7061-45bc-810b-d729d57781d1","width":2036,"height":1348,"filename":"Tu clothing 5.png","type":"image/png","caption":"Mega menu prototype","border":false}]}
```

---

## **MEGA MENU RESEARCH OUTCOMES**

### **We tested key journeys (based on most frequently bought items per section) to establish whether customers found the new mega menu structure to be an improvement.**

**It was observed that customers were spending less time using the mega menu and getting to the product listing pages they were interested in vs the existing site.**

**We had enough confidence that this was a positive change, however, given more time I would have liked to conduct a tree-jack exercise with larger numbers to validate this further.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FuXnkjy9PVayuudqSDNpr%2Fe6034ec5-b154-4aca-b402-bdd3de4d7779.png?alt=media&token=6d670856-8dcc-4d9c-a965-3f56033711ae","id":"e6034ec5-b154-4aca-b402-bdd3de4d7779","width":1712,"height":1440,"filename":"Tu clothing 6.png","type":"image/png","caption":"Visual design mock up","border":false}]}
```

---

## **NEXT STEPS**

### **Unfortunately this was a tactical project with the design work being done in silo of a development team. However we did involve a front-end developer during the project to discuss feesiblity of what was being designed, as well as create a build and rollout plan.**

**We also recommended the following:**

* **Several rounds of thorough accessibility research.**

* **A/B testing options.**

* **KPI's to measure success.**

**This is currently in progress.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FuXnkjy9PVayuudqSDNpr%2F7849a1cf-3cfa-4af0-961d-9f867face346.png?alt=media&token=c0ab4c2f-442f-4e50-92e2-a1c4bdb90226","id":"7849a1cf-3cfa-4af0-961d-9f867face346","width":2792,"height":1572,"filename":"Tu clothing 7.1.png","type":"image/png","caption":"A/B testing ","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fbr4aH4cTxpN6nsBFnfN8acGyn233%2FuXnkjy9PVayuudqSDNpr%2Ff7bf42e0-ac63-4807-beae-28bde98c5169.png?alt=media&token=1ed12776-f6c3-40a8-b821-d8a2f717ca2c","id":"f7bf42e0-ac63-4807-beae-28bde98c5169","width":2792,"height":1572,"filename":"Tu clothing 7.2.png","type":"image/png","caption":"A/B testing ","border":false}]}
```

Sainsbury's: Tu Clothing

UX Designer

Dissertation: 
Using Crime Prevention Through Environmental Design theory to reduce drug activity in nightclubs.

Sainsbury's: Pick & Go

Sainsbury's: NDA

Role: Lead UX Designer | Researcher | Project Lead

Leading design on individual projects ensuring and evangelising within the business a customer centric lens and approach.

Senior Experience Designer

As a mid-weight practitioner progressing to a senior, I had four responsibilities; leading multiple research and design projects, developing business-wide skills and insight, mentoring other UX Consultants and scoping projects with Principle Consultants and Account Directors.

Mid & Senior UX Consultant

Worked with Product Owners and engineers in the creation of new features to increase music discovery, and supported the UX Manager with planning and running of qualitative research.

User Experience Designer

Currently leading the direction of two large greenfield projects alongside the Product Owners by creating and driving a UCD approach. Leading other designers on the direction to take on one project, whilst being hands on designer with the other. 

As the Lead for instore experiences, I work with the wider business to drive an outcome based way of working, ensuring we build the right things which ladder up to business goals and customer needs.

Lead Experience Designer

Led UX research, IA and design projects from kick off to presentation of findings and designs to stakeholders. Clients included O2, Confused.com, Channels 4&5, AXA, Deutsche Bank.

Dan Marley

Projects

Work Experience

Education