Retail · International
Unblocking international growth
How I turned a UI brief into a growth roadmap for an iconic British retailer.
- Client
- An iconic British retailer
- My role
- Lead Service Designer & Researcher
- Year
- 2025
12
Systemic issues found beneath the interface
£1B
Revenue ceiling the department couldn't break through
11
Traders, partners and experts interviewed
The challenge
An iconic British retailer's international department was stuck below £1B in revenue. It believed its trading platform's interface was the blocker, and asked for UI fixes.
What I did
To unblock international growth:
- 01
Diagnose
Interviewed traders and global partners, and found both sides shared the same pain points: a sign the problem ran deeper than the UI.
- 02
Design
Mapped what users were trying to achieve against the workarounds they were forced into, then traced each workaround to its systemic root cause.
- 03
Prove
Showed workarounds outnumbered the work that mattered, and that many shared a root cause, so one fix could remove several.
- 04
Scale / Kill
Prioritised the service-level fixes with the highest revenue impact, and dropped UI-only changes that only treated symptoms.
The outcome
- Investment shifted from UI fixes to systemic change
- A prioritised, service-level roadmap with named owners
- A clear path to grow revenue beyond £1B
This summary is intentionally brief. Get in touch to hear more.
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