{"collectionById":{"7f30088d-02ed-4325-941a-a6bec06a7ff8":{"id":"7f30088d-02ed-4325-941a-a6bec06a7ff8","name":"Case Studies","fieldSchemas":[{"id":"a1a47c62-e15c-41e3-b4da-c121114a7864","name":"Hero","type":"image"},{"id":"0ece4bf0-ed01-407d-bf68-4598e04bdaab","name":"Title","type":"plain_text","role":"primary"},{"id":"b3e42edf-6f17-4be0-b874-de6cb2c3140b","name":"Slug","type":"slug","role":"slug"},{"id":"8f059939-e62b-41bc-8c78-eed74b999fd3","name":"Outcomes","type":"rich_text"},{"id":"f5ea2ef2-fb27-4751-8153-ed4f25dde680","name":"Reflection","type":"rich_text"},{"id":"9dcc124e-5796-4611-99b4-798756a7af4a","name":"A closing note","type":"rich_text"},{"id":"d65c9cc3-5510-4978-9c1c-12d74c139342","name":"Description","type":"plain_text"},{"id":"6c012b45-affe-4199-8939-b9936f537eb2","name":"Working through it","type":"rich_text"},{"id":"9f89c611-3e76-4c2f-9198-a25d75d762dd","name":"Context","type":"rich_text"},{"id":"dc92362f-5867-477e-80ee-0f2ea93de585","name":"What made this complex","type":"rich_text"},{"id":"e077d290-225e-447e-be86-fb8e715ad300","name":"My focus","type":"rich_text"},{"id":"8a16de92-8993-4519-867d-5d80c1c85fa5","name":"Tags","type":"rich_text"},{"id":"a6b4aca2-69b3-47a0-93c4-1c81ee04fdf0","name":"TLDR","type":"rich_text"},{"id":"0825157a-7886-43fe-9c4d-e6e332d08363","name":"Client Name","type":"plain_text"}],"itemById":{"730e2c40-f618-434d-91e7-d28543d5813c":{"id":"730e2c40-f618-434d-91e7-d28543d5813c","index":"$","collectionId":"7f30088d-02ed-4325-941a-a6bec06a7ff8","fields":[{"id":"5330a7e0-b433-41df-a20d-748cc3bb42bc","value":"Ocado Technology | Ecommerce","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"0825157a-7886-43fe-9c4d-e6e332d08363"},{"id":"64a7042a-61ca-4cea-9e57-081b2f40eaaa","value":"The sprint that became a AI strategy","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"0ece4bf0-ed01-407d-bf68-4598e04bdaab"},{"id":"e36e37d0-8048-4c84-b80c-52caffa105b3","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Outcome\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h3\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A promotions carousel delivering +2.14% conversion uplift and +10.7% new product adds at ORL, with longer-term repeat purchase behaviour emerging across both partners. Frequently bought together and best seller recommendation features designed and in late-stage technical development. A personalisation vision pitched and validated at VP and Head of Design level.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"8f059939-e62b-41bc-8c78-eed74b999fd3"},{"id":"6e303ff3-60cd-4df5-b5ec-272c3054f6e3","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Closing thought\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h3\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Personalisation in grocery is a harder problem than it looks. Shoppers have established routines built around convenience and familiarity. Nudging them towards something new has to feel helpful rather than disruptive, and the line between the two is thin.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"There is also a trust problem that sits underneath the discovery problem. Shoppers are increasingly sceptical of AI and personalisation, and for good reason. A recommendation that misses the mark doesn't just fail to convert, it erodes confidence in the system. Part of what the Genie vision was trying to solve was transparency, helping users understand what to expect from recommendations, setting honest expectations rather than implying perfect relevance, and giving shoppers enough context to make their own judgment rather than blindly following what the algorithm surfaced.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The carousel, the social proof work, and the FBT and best seller features were each a step towards understanding where the line between helpful and intrusive sits. Genie was about imagining what happens when you get that right at scale, in a way that shoppers can actually trust.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"9dcc124e-5796-4611-99b4-798756a7af4a"},{"id":"5a3796ac-6acf-482b-9805-ad3948460a7d","value":"{\"image\":\"9e41612d79b584fd9170b8ad0e3d3538129da27c\",\"imageThumbnail\":\"c8b22f553761c36e5f6ee42b54a3900514d938f5\",\"originalImageHeight\":1080,\"originalImageWidth\":1920,\"altText\":\"A picture of a icon for the osp genie concept\",\"fileName\":\"ospgenie.jpg\"}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"a1a47c62-e15c-41e3-b4da-c121114a7864"},{"id":"6b550c77-3606-4acb-bb73-d6a095fd1514","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Working through it\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h3\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The eight-week sprint\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h4\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"We spent the first four weeks in discovery, running workshops and ideation sessions with product, data science, UX, and engineering. Daily standups kept momentum and surfaced blockers early. One of my earliest moves was running a workshop that brought all crafts together around the design problem. The data science lead noted afterwards that colleagues who were less regularly involved in this kind of session found it exceptionally useful, and that the environment I created accelerated shared learning across the team.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"We collaboratively evaluated different touchpoints in the shopping journey using a matrix that weighed page visits, new product conversion potential, and risk of negatively impacting existing behaviour. The promotions page emerged as the best test bed, high enough traffic to get meaningful results quickly, with enough flexibility to test different approaches.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I generated three design candidates, each taking a different approach to surfacing recommendations within the promotions page, leveraging the existing design system and developed in close collaboration with product, research, and engineering.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"We ran unmoderated usability testing with 12 regular UK grocery shoppers across mobile and desktop. The full card design was the clear winner. Users felt it communicated the right amount of information without feeling intrusive and integrated naturally into the page. The condensed card was seen as unhelpful due to lack of detail. The popup divided opinion, with some finding it intrusive and several noting they couldn't reopen it after closing.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"We built and launched the winning design as an A/B test across two partners.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"76ba36bff215bbc4f599644ec9ac910e99212ffb\",\"src\":\"https://s3-alpha-sig.figma.com/img/76ba/36bf/f215bbc4f599644ec9ac910e99212ffb?Expires=1782086400\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=aaa1w2J51HQcqlX4gvZFqIHor8YW55PkKy9FEr7cc~97tp1~nlc~4k5fg8Fqy76bcES8F1qrfSKWxellN2Ta0GHHDvg8P1MtithFIM2qwagvf6bNBG9OUR-jjznXmsceEx0hgqtk4lJPq~e6w0243vSmZuLTsSMIyPYaRsQLKUwNRyysuGsy1WU1phiMT9JTQeOWOyhGQbFfF1W4cw5ZTUUaAsSodU5gKBd9nKB-MMveGx8pTKdnVPRpSFmjdURcBHOmgMXgjG6Xa-AjQ85jkDRgYGEwh7E2lIqtesAq22gVOxVTe2~Jl8PTV0dyN15-LZywK1I7DzlseT65Xwc12Q__\",\"altText\":\"A picture of a grid of 2 images showing the candiates we testing and the final design.\",\"originalImageWidth\":1920,\"originalImageHeight\":596,\"isFillWidth\":true}],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Reading the results\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h4\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The results were mixed and worth being honest about.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"For one partner the carousel improved conversion rate by +2.14% and customers were more likely to try new products, with a 10.7% uplift in new product adds and a small net gain of +4.4 new items per customer. However products added to basket and cash added both declined, likely because recommendations skewed towards lower-priced items and displaced higher-value purchases.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"For the other partner the picture was more neutral. New product tries increased by +4.4% but the overall gain was small and not statistically significant. Basket size and cash added were largely unaffected.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The longer-term signal was more encouraging. A share of products added through the carousel became repeat purchases across both partners. Carousels weren't growing baskets immediately but they were seeding future behaviour.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"59d39fe6607cb968123a240f4fe43b37d9358566\",\"src\":\"https://s3-alpha-sig.figma.com/img/59d3/9fe6/607cb968123a240f4fe43b37d9358566?Expires=1782086400\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=SNuz4tT0Xp1W~f~gIZhXVrd9AkfzEttiAQe-QzLIYnCrUYnKZ-77LuZXCBWRi6E8v1rkvvT5LEPoS1~~CBc42Mq4J0SKelS8liToPkF0VRXiRTJImy1aZvGVtwNeJgd36crsHSPzBZHE2qkqzJ8FKVXPOobDOuVInaK5OLsSptcAogeT-2PlK85iYpCCp5yPedRxAQYBINHmDY8W5D-H1s97rbNiJ6hba9dJqd5p0Jg5ZH4~0rQ1yn-JlwyM0hM99YoyE4WpT37P2Hv~RPuSMOYLFWmftN1CQxrNusvECm1qT~n4pV08uAW0TJZvx0pDzV0Wrkv3VSup4UVw--KmzQ__\",\"altText\":\"A grid of 2 secreenshots that show the designs for the A/B test and results.\",\"originalImageWidth\":1920,\"originalImageHeight\":596,\"isFillWidth\":true}],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Addressing the trust gap\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h4\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The mixed results pointed to something the data alone couldn't fully explain. Discovery was improving but trust was still a barrier. Shoppers were trying new products but not always committing to them, and the recommendations themselves weren't yet strong enough to shift behaviour meaningfully.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I facilitated a cross-functional ideation workshop combining brainwriting and sketching with product, UX, research, data science, and engineering to explore how social proof mechanisms could address this. From this I designed frequently bought together and best seller product recommendations, using collective shopping behaviour as a signal to help shoppers discover new products with more confidence.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"For best sellers the choice was between an in-grid placement and a horizontal scroller. The in-grid design had some appeal but 7 out of 12 participants disliked its position and 4 instinctively scrolled to the top to find it. The horizontal scroller scored consistently higher across every metric with a location score of 4.9 versus 3.8, and all participants completed the task successfully. The decision was clear.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"For frequently bought together the tradeoff was more nuanced. The scroller performed well on discoverability but caused clutter, with cards too similar to search results and easy to miss. The action bottom sheet was cleaner and made the relationship between recommendation and product clearer, but only 7 out of 11 participants completed the task. The trigger button wasn't reading as interactive.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Rather than abandoning the approach we iterated on the problem, testing three different button icons before landing on a solution that retained the bottom sheet while solving the entry point. The pattern was right, it just needed the right trigger.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"3231b99dbaafd5055b85a4ae01a315d46804fc2f\",\"src\":\"https://s3-alpha-sig.figma.com/img/3231/b99d/baafd5055b85a4ae01a315d46804fc2f?Expires=1782086400\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=Rpw2FEJL~8RdYRF3YRNY8N0Muej2FPJvJ2pG73kIC8dX38odwpOgGr1IiS6hx20xUswoHm1EBrB451m1m8-Bu6tJsysM3JTmM2SWGyER37ixgT8g1791FBWJ9q-9aipL7eprQmYGYPTqY53HIeh1Zzax0en1X4IWugTiq1qvWaw9PCNolxP6c88yqvrRB5K40ev0UOnVPeVV0ZNzR3HCy6Wyv9PHzSqY~k2A6Ow0WqnoRRcx4UdKD-EtiOeRwoirpVyLyR5ZFpM7enrY-wrlup2htJbzFIf3ZZHHzcTA8-iNo7M1Ev5njgIKMoPwr7Yv5qeWop9C4I~0~RmDa6IzeQ__\",\"altText\":\"A picture of a screen show of design solutions that were presented\",\"originalImageWidth\":1772,\"originalImageHeight\":1046,\"isFillWidth\":false}],\"direction\":null,\"format\":\"center\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A bigger vision\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h4\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Working across the carousel, the social proof work, and the FBT and best seller features gave me a much fuller picture of the problem than any single initiative could have. The discovery gap, the trust gap, the limitations of one-size recommendations across a diverse user base together they pointed towards something bigger.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I developed a concept for OSP Intelligence, internally named Genie, a symbolic AI presence within the platform that could understand shoppers' personal context in real time and surface the right recommendation at the right moment, whether that was a complementary product, something new in their category, a recipe to complete a meal plan, or an optimal delivery slot. I had support from data science in shaping the underlying logic.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I pitched this to our VP of Product, Head of Design, and Product Manager. The concept landed strongly. At a time when technology companies were investing heavily in branding their AI tools, from Gemini to Apple Intelligence, the team saw Genie as both a product vision and a high-value marketing platform.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"1aafb233277e50459146db1be21b2a37defcfebe\",\"src\":\"https://s3-alpha-sig.figma.com/img/1aaf/b233/277e50459146db1be21b2a37defcfebe?Expires=1782086400\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=eLbI-rmQwzXiRfuX342tq3b1IFPATRoxVvJorlcXUC7jDN59cle2ITa~yMjsbkZkxcuQr9YAnz2-86v4BlgT0Gjs53l6pNmqek52juSO0we1c1sJjm1PeSejXY6XQzCS7-QDJPPeXktFxY0u29NEsKMkR7KhN3GaR~foUxcnNGtKJWT6lrW03pP7S0ikf7c~P6ORbSHV2NPtr-W9wY7Kl9cxiXC9xV5UhP-sWKcwb96uCEOSHnOxrE-wmnWdubwmHg966pvbKdJW0~xeclxC2xRJ5ejj0ohhH~Ia87rYbTvlKNzPaA4pXCceVeFgSL9q4pCWxjicVWzT6l61dwLinA__\",\"altText\":\"\",\"originalImageWidth\":1920,\"originalImageHeight\":596,\"isFillWidth\":false}],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"6c012b45-affe-4199-8939-b9936f537eb2"},{"id":"86ff213c-5f81-4dfe-aff0-1c6f879d9aa5","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"My focus\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h3\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I led the design across a programme of work that grew beyond the initial sprint, from the promotions carousel through to frequently bought together and best seller recommendations, and ultimately to developing a longer-term personalisation vision. My role spanned ideation and design, cross-craft workshop facilitation, user testing, and stakeholder engagement at senior level.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"e077d290-225e-447e-be86-fb8e715ad300"},{"id":"1d945ab3-8119-4af8-9e08-ba37df9c25c6","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"What made this complex\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h3\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"This was a platform problem with a commercial tension at its heart. \",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Encouraging shoppers to try new products is only valuable if it doesn't cannibalise  existing purchases. Getting that balance wrong means a feature that looks good on discovery metrics but damages basket value, which is exactly what the results would later reveal.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The eight-week timeline was tight by design. This was a deliberate experiment in a new way of working, backed by executive sponsorship, to see how quickly a cross-functional team could discover, build, and validate something meaningful.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"dc92362f-5867-477e-80ee-0f2ea93de585"},{"id":"e1fa7a66-acdb-4095-9828-e74a3b124a32","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Reflection\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h3\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The mixed A/B results were the most important learning from this project. It would have been easy to focus on the conversion uplift and call it a success. The decline in cash added told a more complicated story that needed to be understood rather than explained away. That kind of commercial honesty is what builds trust with product and data science partners and makes the next iteration better.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The frequently bought together work was a reminder that a failed usability test isn't always a signal to change direction. Sometimes the pattern is right and the problem is specific and fixable. Knowing the difference is what separates a considered design decision from a reactive one.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The Genie vision also surfaced a challenge I hadn't fully anticipated. Creating a themable visual identity for an ecosystem of AI-driven tools that could scale across 12 partners, each with their own brand, was genuinely complex. The identity needed to feel distinctive and ownable at a platform level while adapting to feel native to each partner's brand rather than like a generic AI feature bolted on. Getting that balance right between a coherent system and meaningful brand flexibility required thinking about design tokens, accessibility, and visual language in a way that went well beyond a single feature.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"f5ea2ef2-fb27-4751-8153-ed4f25dde680"},{"id":"41c6223a-3d02-4ff8-a0c5-ca5486e14b57","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Context\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h3\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Grocery shopping online had become increasingly automated. Roughly 60-70% of products ordered on the platform had been purchased before, and research showed that the rate of new products added to baskets gradually decreases over time for frequent shoppers, with new SKUs making up only 11-15% of items for established customers.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Shoppers weren't being enticed to try new products for two reasons. They didn't see them, discovery throughout the shopping journey was limited. And when they did see them, they didn't necessarily trust them. The platform wasn't doing enough with social proof and collective validation to give shoppers the confidence to try something new.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The business goal was to increase the share of new-to-customer products in delivered orders by 3% by December 2025. A previous attempt through a dedicated recommendations page had shown promise but poor discoverability, with only around 2% of sessions reaching the page despite a 21% add-to-basket rate for those who did find it.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The question wasn't whether recommendations worked. It was where and how to surface them, and how to build enough trust to make them stick.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"9f89c611-3e76-4c2f-9198-a25d75d762dd"},{"id":"a62162ea-e562-4af4-9648-c677374286cd","value":"How an eight-week sprint seeded a longer-term AI and personalisation vision","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"d65c9cc3-5510-4978-9c1c-12d74c139342"},{"id":"65a1b8e1-6f9f-423c-9455-2acbfc5f1018","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Strategy · AI · Leadership · Experience Vision\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"8a16de92-8993-4519-867d-5d80c1c85fa5"},{"id":"d18f57d7-1031-4af6-b758-d529b79e3b07","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"TLDR\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":2,\"tag\":\"h3\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":2,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"An eight-week sprint to surface product recommendations on the platform grew into a full personalisation programme and ultimately an AI product vision. I led design across a promotions carousel, frequently bought together, and best seller features results were mixed and worth being honest about: conversion and new product adds improved but basket value declined, pointing to a trust problem that discovery alone couldn't fix. That gap shaped a longer-term concept  an AI presence within the platform called Genie which I pitched and validated at VP and Head of Design level.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":2,\"textStyle\":\"\"}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1,\"textFormat\":2}}","itemId":"730e2c40-f618-434d-91e7-d28543d5813c","fieldSchemaId":"a6b4aca2-69b3-47a0-93c4-1c81ee04fdf0"}]}}}},"slugByItemId":{"b84bfd61-0202-409e-8b77-5ff64127affd":"the-emails-nobody-designs-for","0492040f-d0b4-4cfb-b1ff-039df1aa5114":"when-search-breaks-everything-breaks","1f582be7-56ee-4f88-83ba-d6772452bfc5":"the-audit-nobody-asked-for","730e2c40-f618-434d-91e7-d28543d5813c":"the-sprint-that-became-a-ai-strategy","57d71cc1-4493-4a2c-bbf9-3a3004b3d7d3":"making-exploration-feel-intentional","bf9e4609-e805-4435-930c-7794fae7cc98":"three-months-on-the-floor"}}