Frasers Group - Purchase & Beyond

Coming Soon

Cart Optimisation

As part of the Purchase & Beyond team, I’ve been exploring ways to enhance the Cart experience across Frasers Group’s web and mobile platforms. Drawing from user testing, competitive audits, and performance insights gathered in collaboration with analytics, I identified key behavioural and feature gaps across brands. Early design explorations are in progress, with the goal of improving usability, consistency, and conversion as part of a long-term optimisation roadmap.

Due to the confidential nature of this project, specific details are not disclosed. However, I can provide more details of the design process upon request.

Due to the confidential nature of this project, specific details are not disclosed. However,
I can provide more details upon request.

Due to the confidential nature of this project, specific details are not disclosed. However, I can provide more details of the design process upon request.

Coming soon

Company

Frasers Group

Role

Product Designer

Deliverables

UI Research & Analysis Unmoderated User Testing Web Design Re-Iterations Prototyping & Wireframing High-Fidelity Mockups Design

Tools

Figma Jira User Testing Google Teams

2025

Platform Gap Analysis & UI Audit

As part of our preparation for migrating Tier 1 brands to a new design system at scale, I conducted a comprehensive gap analysis comparing two platforms currently used across 28 brands — one running on a legacy design system, and one built on our new atomic design system.

The goal was to provide a clear, visual representation of the current inconsistencies and experience gaps across critical journeys like Wishlist, My Account, Cart, and Checkout on both web and mobile.

I worked on detailed flowcharts showing screen-by-screen comparisons across platforms, including UI states such as error messages, modals, and edge cases.
I also developed a stakeholder-friendly deck highlighting visual and UX differences, with annotated slides for identified gaps between both platforms, paths with friction for users, and actionable improvement opportunities.

This analysis has become a foundational resource across design, product, and development teams to support alignment as we scale the rollout of our new design system across Frasers Group’s key brands.

Coming soon

Role

Deliverables

Flowcharts comparing journeys across web and mobile Screen-by-screen UI comparison deck Summary of gaps and opportunities

Tools

Figma FigJam Google Slides Miro

Other Projects

Appreciate your visit!
Do not hesitate to reach out regarding any
kind of projects, or if you just want to say hello.

Let's Connect!

Appreciate your visit!
Do not hesitate to reach out regarding any
kind of projects, or if you just want to say hello.

Let's Connect!

Appreciate your visit!
Do not hesitate to reach out regarding any
kind of projects, or if you just want to say hello.

Let's

Connect!