Lush: Digital Strategy
Lush: Digital Strategy
UX Strategy & Design
About the Project
Lush, a retailer of handmade cosmetic products, was seeking help with their digital strategy to increase revenue and stay competitive in a busy market.
Lush Canada had a small digital team without in-house UX Designers or researchers. The team was tasked to make product improvements with high business impact. In my role as a UX Strategist, I helped the team to evaluate product ideas and create a product roadmap based on business and customer research. In the following long-term relationship, I was responsible for the UX Design lead on many product and service improvements.
We started by collecting existing data and knowledge to then identify the most relevant areas for improvement to service both customer and business needs.
1. Internal Customer Knowledge
2. Customer Interviews
3. Customer Journey Map Workshop
Planning & Definition Phase
Based on the prioritized opportunities, I created a roadmap with multiple initiatives to improve the current product and service design.
1. Roadmap & Processes
2. Project Definition
Design Phase: Website
For the next 2 years I was involved in multiple projects to improve the existing website with new features, a redesign information architecture and improved checkout flow.
1. Planning & Requirements
2. UX Workshops
3. User Flows & Prototype
4. User Testing
Design Phase: Mobile App
I was the UX lead for a new mobile app to support additional revenue increase and customer satisfaction.
1. Sprint Plan
2. Wireframe Design
3. Testing & Q&A
Challenges & Restrictions
The organization was under immense pressure to prove business value, which leads sometimes to short-sided decisions and extreme turn-around times for deliverables. We had an excellent team with incredible talents that helped overcome some of these challenges.
Unfortunately, some of our really hard labour is not visible anymore as LUSH North America is now completely integrated into their British partner.
Outcomes & Learnings
I really enjoyed this long-term engagement to not only support as a UX Designer, but also impact the digital strategy overall. Merging UX and Business is vital and this was an excellent opportunity to prove my skillsets in both areas.
I was also able to share my UX knowledge and mentor junior designers to grow in their role, which is another big passion of mine.
I will continue my path to make UX more business relevant and foster collaboration across teams.