New UI Design
New UI Design
Working Sketches
Working Sketches
User Journey
User Journey

Website Redesign

The Brief

Working with one of the largest privately-owned high street bookstores the brief was to reinvent the online experience for Waterstones. To make .com a pathway to the stores and build customer loyalty.

The solution

I lead the creative UX and User Research on the redesign of their online presence. This project was a challenge to deliver the customer experience expected from Waterstones within their shops from the outset.

We started with an initial round of interviews with internal staff and customers who represented the key Waterstones Personas. This initial research formed the basis for decision making throughout the project with regular 'sense chacks' and user testing on a two-weekly basis ensuring we were on the right track.

Creating a fully responsive e-commerce site that harmonised with the in-store customer experience. The site allows for shops to engage directly with consumers and deliver their own personalised content.

Online Brand Guidelines and Pattern Library
Delivering a new online brand identity in a form that was useful for future development and accessible company-wide


  • 20% increase in sales over the first month

  • Improved SEO with people finding content easier and linking directly to it via search

  • Huge increase in mobile and tablet traffic

  • Quicker implementation of new products from 24 hours to 10 minutes

  • Nominated for the Wirehive 100 awards 2015