We structured the engagement around a series of self-contained innovation modules. Each one tackling a different part of the George customer experience and each one designed to stand on its own. The brief wasn't a single redesign, it was a set of provocations the client could pick up, refine, and roll forward into their own roadmap.

I led the design across the modules, working with a UX designer, a creative director and an account team. My focus was the visual and interaction language, making the concepts feel like a credible evolution of George rather than a generic ecom exercise.

We structured the engagement around a series of self-contained innovation modules — each one tackling a different part of the George customer experience and each one designed to stand on its own. The brief wasn't a single redesign, it was a set of provocations the client could pick up, refine, and roll forward into their own roadmap.

I led the design across the modules, working with a UX designer, a creative director and an account team. My focus was the visual and interaction language — making the concepts feel like a credible evolution of George rather than a generic ecom exercise.

Customers don't buy garments, they build outfits. The Look Builder module reimagined George's shopping experience around how people genuinely think about fashion. Assembling looks, swapping pieces in and out, and visualising the whole before committing to the parts. The interaction needed to feel exploratory rather than transactional, while still pointing every action toward a basket.

Customers don't buy garments, they build outfits. The Look Builder module reimagined George's shopping experience around how people genuinely think about fashion. Assembling looks, swapping pieces in and out, and visualising the whole before committing to the parts. The interaction needed to feel exploratory rather than transactional, while still pointing every action toward a basket.

Across the rest of the engagement we tackled the parts of an ecom experience that get the least design attention but do the most commercial work. Product galleries that move the customer from browse to consider. Review modules designed to surface social proof without overwhelming the page. Trending Now modules that translate site behaviour into a discovery tool. These are the modules that quietly move the conversion needle, and they were designed to slot into George's existing system without disrupting it.

Across the rest of the engagement we tackled the parts of an ecom experience that get the least design attention but do the most commercial work. Product galleries that move the customer from browse to consider. Review modules designed to surface social proof without overwhelming the page. Trending Now modules that translate site behaviour into a discovery tool. These are the modules that quietly move the conversion needle, and they were designed to slot into George's existing system without disrupting it.

The engagement ran across several months and concluded with a strong client response. The work landed as intended, and George took the thinking forward into their own internal roadmap. For our team, the project remained one of the most enjoyable kinds of work to do: a confident client, a real ambition, and the freedom to design without the usual constraints of a pre-baked brief.

The engagement ran across several months and concluded with a strong client response. The work landed as intended, and George took the thinking forward into their own internal roadmap. For our team, the project remained one of the most enjoyable kinds of work to do: a confident client, a real ambition, and the freedom to design without the usual constraints of a pre-baked brief.

UI design · Concept · Art Direction

 UI Design · Concept 
· Art Direction