Bring a heritage brand back to the forefront

Exceptional digital design was used to reposition Whittard, leading the web experience and delivering an omnichannel journey that lifted quality and consistency.

As a retailer, and particularly during COVID, user experience was critical. Truly understanding Whittard’s customer base meant getting into the mindset of how they shop, what they value, and how they interact with the brand online.

The work centred on the user experience and interface of Whittard’s main e-commerce website. This was where I gained first-hand experience of what UX means in practice. Every customer had slightly different needs: some wanted in-depth product information such as ingredients, origins, and reviews, while others were primarily influenced by flavour profiles and packaging design.

Whittard was also where I first saw the power of user workshops, usability testing, and both qualitative and quantitative research in shaping design decisions.

Led the Whittard web experience, helping reposition the brand and develop a best-in-class website and digital presence.

• Drove omnichannel customer-journey design across digital and offline touchpoints.

• Managed freelancers and multiple design projects while keeping the brand relevant and trend-aware.

• Worked closely with the wider organisation to create an integrated design team with a common design language.