Creative lead on an 18-month engagement 20+ team members to rebuild and re-platform the Dyson digital e-commerce and service experience.

R/GA was engaged to redesign Dyson.com, a large e-commerce re-platform project that involved everything from content strategy, design, development, and signature motion experiences.

Creative Director - R/GA - May 2015 - February 2017

Challenge:  To bring the Dyson brand to life in the digital world

By:  Creating a platform demonstrating the Dyson brand story to elevate the brand

3 click checkout e-commerce journey - to increase conversion and self-service ownership experience to increase loyalty and conversion

My role was to lead the design teams at R/GA which was 20 people at it's peak from Copy, UX, visual and front-end development. I also worked very closely with the Dyson creative team leads to embed the new experience strategy and principles within the Dyson design team. 

We started by creating an experience map and using that as a canvas whereby I led cross collaborative workshops with Dyson product owners to understand the requirements of the experience.

Connected journeys were a key element to the experience, and the strategic design of the platform was to create targeted awareness from social activation to the core product story. The Product Detail Page PDP, became the new home page.

A content and commerce experience as meticulously engineered as the product itself

Core to the systems and stories narrative was a storytelling wheel, this became our framework for the design team to follow to ensure every product spoke to the core essence of what the Dyson brand was all about.

By structuring the design system from the ground up around atomic design principles, I led the digitisation of the design system so to provide an online repository for training and up skilling of new design team members.