https://www.jonylee.com/jony-lee daily 1.0 2025-09-08 https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1487847182071-DDAIMFCN0XHTJFG99L5P/OCNVR40.jpg Jony lee https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1719254607070-B4BH2IPYB2FA9WJC31LN/Supermarket+Employee+in+Thought.jpg Jony lee https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1728738534280-7FZNR3ARIFT8IDFW872V/Greggs+Slough009+2%402x.png Jony lee https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1728738970510-OQ42PY2651RCN92ULC51/Futuristic+EV+Charging+Station+at+Twilight.jpeg Jony lee https://www.jonylee.com/about-me-1 daily 0.75 2024-06-08 https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1666107744138-ZET38R37B6VES80QTGG5/Frame+5+%281%29.png About me - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1487867686764-Q253AX7ZAFBZWI99Q7RE/image-asset.png About me https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1487851115256-48M31DDKDNOY6AK35Y48/OCNVR40.jpg About me https://www.jonylee.com/123-5 daily 0.75 2024-08-27 https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473238615667-OHDKKHZWD0FBFV5X457V/UX-Design-Overview.jpg giffgaff The Challenge Create Deeper Relationships with Customers The Market Opportunity for future growth is with no contracts as consumers thoughts diversify. A New world of mobile emerging onto the market to meet these needs. The growth opportunity – two clear strategies 1. Choice Matters: Flexible plans, Inspire users to trade up from their normal contract's because it’s better 2. Online stores: High street stores have lost relevance to a younger audience vs. online ecom shops. Inspire users with the proposition of a new and better way of doing things. Our challenge was to evolve with customers and enter the highly competitive mobile market in the UK with an ideas lab to create deeper relationships with retailers. THE APPROACH Accelerated Architecture rebanding In need of speed to market, we were tasked to design and build a rebrand within the existing content and digital architecture. This tactic was perceived to be advantageous and the least risk. The assumption was simple—millions of customers visit giffgaff everyday. Extend the acquire, play, manage conceptual model that customers were familiar with and leverage the existing infrastructure to get to market sooner and cheaper. This early architectural decision had a major impact on the quality of the customer experience we could both create and reconcile. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473193356336-PVXBUPEC6G7ID2IQO301/3zzzzzzuser+journey+purchase-flow.jpg giffgaff The Discovery We conducted customer and market research to drive our planning phase. These are the key insights that defined the launch version of the product: The primary segments are customers that use a contract but are unhappy with the set up. Activities Customers use mobile on a daily basis relaxing, working or traveling. Lean‐back vs Lean‐forward Customers tend to be, working using higher plans or lower for entertainment reasons. Mobile To Save Price sensitivity was the motivating factor for customers to switch. Choice opportunity Choice is increasingly popular amongst younger price conscious customers moving away from contracts Show me your work Customers expect giffgaff to match experience of product. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473193356941-HZNS0I1COVTIQEPMMK2L/3flow+typical-phone-purchase-experience.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473193357040-OAT8ZSBY96A5NK1LQCSV/2phones+by+purchase+type.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1488025226097-UJ4IBW3DA1RPJADUY5FL/GiffGaff_Branding_Personality_2_0.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473236912625-5GZZN4C0W0VIEF1W20HG/user-personas.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473193360963-RGYIFPXGNGUB1VE1NVS5/1+persona+interview.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473236972344-LBNACMVA85Q8HH291KUR/wire-frames.jpg giffgaff Detailed Design Communicating Design For each feature phase, I went through cycles of requirements, consensus, approvals, detailed specs and handoffs. My process involved sketching and white‐boarding concepts and flows with my PM partner and then translating these directly into hi‐fidelity design comps. Since I was working with many existing design patterns, it was relatively easy to move straight into hi‐fidelity designs. My next step involved slicing the comps and piecing them together with InVision into a prototype. In the early stages I focussed only on representing the highest risk areas of the design. Later phases allowed me to focus on micro‐interactions. Prototyping was the most effective way to gain meaningful feedback from the team, consensus from stakeholders and approval from senior leadership. For Interactive wireframes click these links password (giffgaff) Example 1 Example 2 Example 3 https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1488025933917-H72PVGOXINMI053NCKBB/SIM_Order_-_Minutes_%26_Web_-_V2_-_2016-07-12_09.44.39.png giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1468313007459-QAKEVURH7IV2IU2OQCW0/Order_your_Free_SIM_-_2016-07-12_09.44.58.png giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1488025935672-TLT7E7UESPWH135QW75K/Version_3_-_2016-07-12_09.44.49.png giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473236940043-UJ7EXXOZLSQOSODDUPGS/visual-design.jpg giffgaff The Impact It’s still early days for the service, yet the results have exceeded expectations. Since the launch of the design, the number of active customers has increased by 30% with improvements on key engagement, retention, adoption and acquisition metrics. Increased active days per customer by 50% Increased questions answered per customer are up by 36% Increased new customer retention rate by 31% https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1488025228525-Q5GDXJK7VZDLOZPBYTML/GiffGaff_Branding_Platfroms_2.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1488025228016-ZPLYTJXRG7JXOYVKT7VM/GiffGaff_Branding_Welcome_2.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1488025933309-2WJ5UAPRYK7B93LNPT43/iMac_Mockup_4.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1488025937854-XJF8H9CIK0QV8WREBQJ9/screencapture-www-giffgaff-com-samsung-samsung-galaxy-a5-phone-details-1443969520883.png giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1440861232031-JOS6NOF61SJ7T0722BQF/Free-Roadside-Mockup-PSD-Designbolts.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1488027138723-OP4YKTJCCYQ2J4E28N0C/giffgaff+_Bus.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473240008468-DCN7VHFKEL1EIPJQBU59/socail.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473193752778-WQQZ3481RWSRX5AKOJM0/11822300_10155882800690717_4983564888482986724_n.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473193752323-9T2GEWWW2OLYGKIQ6H9O/10580088_10155590215605717_9078648080370166391_n.jpg giffgaff https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1606397795261-B70GAY247F9TQD9XZROX/2.jpg giffgaff https://www.jonylee.com/aviva daily 0.75 2020-11-17 https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1440865730479-6MC1U12WBAWICPISO5F7/terrace-mockup-macbook-1.jpg Aviva - Corporate Website https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1368200937416-XIP2G755P33T7O3R47LM/legal+protection.jpg Aviva - Legal Microsite https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1368200944905-NS9HU3VRUBHM74WVR7HK/Landlord1.jpg Aviva - Landlord microsite https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1368608389385-68F0RLW08UA4NOWTOWG0/55234+facebook+product+page+1.jpg Aviva - Email insurance product https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1444061595675-EPKYU84U76DBBTEC1RHC/screencapture-www-aviva-co-uk-1444061462913.png Aviva - Aviva insurance homepage desktop https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1444061594664-TI4C6B4WJHA808JVVX4S/screencapture-www-aviva-co-uk-1444061488691.png Aviva - Aviva insurance homepage tablet https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1444061598835-21GP7A5TC8G0P1QZTSO6/screencapture-www-aviva-co-uk-1444061505543.png Aviva - Aviva insurance mobile https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1487850750247-82H8T682JN4SJH8LNXY1/764.jpg Aviva https://www.jonylee.com/tempur daily 0.75 2021-02-09 https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1487959251411-RQRZDQ1YVE2LS51GMMWR/Tablet-Screens-presentation-Mock-up.jpg tempur The Starting Point An initial audit was carried out across the TEMPUR website. This included UI/UX, navigation and aesthetics. In order to gain a better understanding of TEMPUR’s demographic and core value proposition. I conducted customer interviews in multiple forms, including interviews and data post-sale surveys for every purchase. Strategy and Ideation I began by taking previously collected data (customer interviews, surveys, analytics, etc.) and using it to evaluate the performance of the existing site design. The new design needed to be centred around the user and it had to provide an experience that echoed the quality of the product. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473422803887-HUSOUTMHH9YLIUQUYQJM/user-personas.jpg tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473422763066-XKNVAU9IFT58SOJR04BK/Screen-Shot-2016-09-09-at-12.40.11.jpg tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473254823769-AXW1UHE01KRKKHZEA5B0/paper-prototypes.jpg tempur Wireframes Paper wireframes were produced, covering every single page in the site build. This enabled the sign off from stakeholders and dev teams. This allowed me to create some low fidelity prototypes for use in remote user testing sessions. While communicating the design through wireframes was difficult at times, I was ultimately able to educate the team, and later demonstrate the impact that wireframes have on final designs. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1487960351031-U6PQ935M9KK10C9EO8RH/05-interface-sketch-ideas.jpg tempur Sitemap Extensive planning of the site was carried out in collaboration with the TEMPUR stakeholders. The previous site had become bloated over time and a full restructure was essential. Research Sector research was carried out to establish functionality requirements and to ascertain gaps in information that was not highlighted in stakeholder research. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473241728540-IJDI77MWCBZ0SPWIWAGV/visual-design.jpg tempur CAMPAIGN OFFER PAGE The existing design had no guide for the user to understand what they were looking for and what they should do to achieve the offer. Clear roundels at the top of the hero banner to indicate that this was a bundle offer was introduced then a infographic that showed what the offer was and how to proceed. New pods were created on the page that sign posted for product cat pages of the website. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473013121966-SWSR0RXAUA11HS07ISN7/4.jpg tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1464248511835-1FJ2P36WNZ5QX80HKSSC/Collection-MAIN-.jpg tempur MATTRESS SELECTOR As a portal for users to select from all the mattress collections in the size and how it feels to touch, the page needs to be easy to use. Here we can see how it is used to filter your required mattress preference with a step by step filter. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473265351458-L0XUBDLVDBWP4OAGU2O2/Untitled-7.jpg tempur PRODUCT PAGE The TEMPUR Products are the most detailed pages and thoroughly scrutinised in the market. Information is readily available. My job was to make it easy to browse on mobiles and tablets. A complete redesign was needed, more padding was given to each section to make it easy to read, new UI assets were used for tabs to show what was selected, buttons were used instead of radio buttons which worked better on mobile. Features tech and an engineering story were introduced to show the benefits https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473265279053-T2NPZ8JL0NG73ZQXB3K5/Untitled-7.jpg tempur ECOM SHOP PAGE The homepage is a new ecom centre frequently used by users searching for the shop. The content of the section covers all of the products and there offers. This section therefore had to be easy to browse both on the move and on desktop format. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473264221119-YP8DQYPGUGTZN2WUZKQG/Untitled-7.jpg tempur HOMEPAGE Version 2 We revisited the methodology behind the homepage, looking at what a more ecom led page might look like with larger sign posts to the main product areas. The top hero's was used to manage complex brand tech, history and health benefits. A social space was introduced for case studies. UI full responsive makes the most of the page screen sizes. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473013121875-NLR1X4MYL41ZYIJ2JEUE/5.jpg tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578552574-ZL5ZIEOJCLGQ3X4CVLTT/landing-page.jpg tempur PILLOW MICROSITE For a stand alone pillow website it contains information for traditional, ergonomic and travel pillows, users looking for just pillows could scroll through the home page which would have the ranges and there information. Clicked through to a progressive and simple to use sub cat page with each pillow and its features. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578508196-GB85CZWJR2NLXCRJB0F5/0.png tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578371572-LLKWJOM4ZC7WC4PUXCM1/HOME.jpg tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578524384-RPPB0BXB5GQ1XSWNGUHW/1.png tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578543762-3XU3YUQOUBTG7ZZYPC0V/3.png tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578573124-MVP02GVM6VXAYS3G5FMW/2.png tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578539733-BCJ8MANFDWO622IP8WZK/4.png tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578487488-3RJ71G7V7OQ2535MHNUP/8.png tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578489043-AGGDNT8HYWDXL7LV92G8/9.png tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578519686-JA4ZNXR4K2GN9HGCWHEL/5.png tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578211957-IUADUZ2EMYY6UTU0XCIT/pop-up-question.jpg tempur MOBILE CHECKOUT No responsive mobile checkout had been created so I had to design the user journey. My notes before wireframes included were drops off's, current copy and layout UI, what stage content would be introduced eg paypal pay details. micro animations like show and hide products cart. Amount of content on an each step page, info pods and tracking information. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473265049240-CLHOBX6FFS6P8TKMVB1L/1.jpg tempur EMAIL CAMPAIGNS Working closely with the marketing team, I wanted to give the current emails a face lift introducing a background image, USP icons, case studies and sign posts to the website. https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473013121555-1Z6809I4I4WH93BAD77H/3.jpg tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1463578273049-D4ZTPWOJ88GFTDO08APJ/email-design-welcome.png tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473264646742-75HB480QB176F34W0NFJ/1.jpg tempur https://images.squarespace-cdn.com/content/v1/518bb1c7e4b0eaea3f2790af/1473263294241-KTBF6AJRUEVDR8NNIJO2/ab-testing-and-analytics.JPG tempur TESTING PAGE LAYOUTS MVT's testing took place on small parts of the website these were layouts of copy, call to action buttons, built point copy and a filter in the hero. 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