Reimagining a global ecommerce and service experience
As Creative Director at R/GA, I led the design of Dyson's global ecommerce and ownership platform through an 18-month transformation spanning strategy, content, experience design, visual design and front-end development.
The ambition was to create a digital experience as meticulously engineered as the products themselves, connecting brand storytelling, commerce and customer service within one coherent platform.
My role
I led a multidisciplinary team of more than 20 people at its peak, working closely with Dyson's creative leadership and product owners to embed the new experience strategy and design principles.
Setting the creative and experience direction for the platform
Leading UX design, copy and front-end development
Aligning Dyson and R/GA teams around a shared customer journey
Guiding research, workshops and product-owner collaboration
Shaping the content, commerce and ownership experience
Establishing a scalable digital design system
Building capability within Dyson's internal design team
Bringing the Dyson brand to life digitally
Dyson needed more than an ecommerce redesign. The platform had to communicate the engineering, performance and invention behind each product while helping customers move easily from discovery to purchase and ongoing ownership.
We began with an end-to-end experience map and collaborative workshops with Dyson product owners. Customer satisfaction data, NPS, journey analytics and ethnographic research in stores helped the team identify where the existing experience created friction and where digital storytelling could add value.
Connecting content and commerce
Connected journeys became central to the strategy. Social and campaign activity led into richer product stories, while the product detail page became the new centre of the experience rather than a functional endpoint.
We developed a storytelling wheel that helped every product communicate the core qualities of the Dyson brand consistently. This gave content, design and product teams a shared framework for balancing engineering detail, customer benefit and commercial action.
Simplifying purchase and ownership
The redesign introduced a three-click checkout journey designed to reduce friction and improve conversion. It also strengthened self-service ownership experiences, helping customers find support and manage their relationship with Dyson after purchase.
This connected the moments before and after checkout, treating ecommerce and service as one customer relationship rather than separate parts of the organisation.
Content storytelling wheel
Building a scalable digital system
We created the design system from the ground up using atomic design principles. The system supported a large global platform while giving teams enough flexibility to tell distinctive product stories.
I also led the creation of an online repository that documented patterns and helped train and upskill new members of Dyson's design team. This made the work more than a one-off redesign by giving the organisation a foundation it could continue to use and evolve.
Internal video created to demonstrate the benefits of the redesigned platform.
Impact
Within three months of launch, mobile conversion increased by 100% and desktop conversion increased by 50%.
The wider outcome was a connected global platform that brought together brand, product storytelling, ecommerce and service, supported by a design system and internal capability that could scale beyond the initial engagement.