Matter

Making UX


Role:

UX Design Manager

Team:

Product & Design

Skills:

Planning, Lean UX, Design Thinking, Usability Testing


Situation

Moving from UX Content Design Manager to UX Design Manager, I was tasked with maturing the UX discipline at giffgaff.


Task

To redefine the UX function and align product development with a clear user experience strategy.


Action

  • Establishing roles and responsibilities
    I clarified the roles and domains of Product Managers, UX/Product Designers, and Content Designers. As a team, we developed a shared understanding of how we work across product teams, maturing UX and product development.

  • UX principles
    As a team, we created a set of principles—Smart, Helpful, Human, and Playful—to define and guide the UX practice at giffgaff.

  • Ways of working
    Used data and insights to shape our designs to communicate value. We design experiences that are easy to use and simple to understand. We shared insights and worked with other teams to deliver a connected user experience.

  • Embedding UX in business processes
    I reshaped product demos so they were led by the UX team alongside Product Managers, showing the value and impact of UX.

  • Introducing design sprints
    I worked with Lead Product Managers to introduce design sprints that delivered on UX outcomes.

  • Building a design system
    I led the expansion of the giffgaff design system with a focus on accessibility and reusable components, streamlining development, wireframing, and prototyping processes.


Results

  • A stronger user-centred design culture

  • Improved product development

  • Higher ROI on marketing spend

Next
Next

Maturing Content Design