Working within Argos’s in-house team, the role grew from designing website content and advertising banners to shaping customer experiences across its digital channels. Within the Digital Hub, multidisciplinary agile teams worked on a continuous pipeline of improvements, addressing both usability and visual design across the website, app and in-store ordering screens. The work also included a children’s Christmas wishlist app, translating the familiar excitement of choosing toys from the Argos catalogue into a playful digital experience.

Alongside this ongoing work, the 2015 Argos Vision project brought together a small task force to explore a bigger question: what could online shopping become if Argos were imagined afresh? With scope to look beyond existing technology and established ways of working, the project explored how a more personal shopping experience could support customers who knew what they wanted as well as those looking for inspiration.

Customer research sessions helped uncover the frustrations, barriers and expectations shaping people’s shopping journeys. These insights informed user journeys, wireframes and prototypes, exploring ways to make product discovery and decision-making feel more intuitive. The concept considered how machine learning could surface relevant products and ideas, bringing some of the guidance of shopping in store into a digital experience.

The remit extended from research and journey mapping through to the interface design, translating the thinking into a visual experience across digital touchpoints. Together, the Vision project and ongoing work within the Digital Hub combined practical improvements to everyday shopping with a broader exploration of how customers might shop in the future.