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John Lewis site rebrand

Ensuring accessibility and usability during a fast-paced rebrand across digital touchpoints.

Quick overview

  • Role: Lead UX Designer

  • Company: John Lewis

  • Timeline: 2018

  • Tools: Figma, Axure, SessionCam, Adobe Analytics

  • Impact: Unified stakeholder vision, brand-consistent experience across platforms, nomination for Roof Raiser award

Situation

John Lewis underwent a major rebrand with a strict 3-month deadline. A key UX challenge emerged: the branding agency had not optimised the identity for digital platforms or accessibility, creating tension between visual direction and usability.

Task

As Lead UX Designer, I was responsible for aligning diverse stakeholders across design, product, and brand, ensuring user needs remained central while delivering cohesive, accessible digital experiences under tight time pressure.

Action

  • Facilitated collaborative design workshops to build alignment and shared understanding.

  • Used user research and analytics to ground decisions in real evidence.

  • Created visual scenarios to show trade-offs between branding and usability.

  • Ran regular drop-in sessions to support design consistency and unblock teams.

  • Worked directly with the branding consultancy on navigation and IA, prioritising accessibility and clarity.

  • Maintained open communication with senior management, navigating conflicts between brand and UX priorities.

Image of a group of people sitting around a table working on a design hack day

Collaborating with the design team to translate the new brand into usable, accessible digital experiences.

Result

The approach aligned stakeholders around a shared vision that balanced commercial, brand, and user needs. We delivered the rebrand on schedule, preserving a high standard of usability across the site.


I was proud to be nominated for a Roof Raiser award for my contribution to the project.

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