Visualising data through innovative solutions to drive cost savings for building portfolio owners.
Client
Argos
Role
Design Lead
Services
UI Design / Research / Prototyping
As the project design lead on the Argos rebrand, I played a central role in elevating the company’s identity from a traditional catalogue-based retailer to a digitally-led brand. I led design execution across iOS, Android, and web platforms, creating a cohesive design system and delivering seamless cross-channel experiences.
I collaborated closely with product managers and designers to translate user insights into modern, intuitive customer journeys, enhancing everything from homepage layouts to in-store digital browsers. I introduced new design frameworks, facilitated regular design huddles, and mentored team members to ensure consistency and speed across all tracks of work.
My design leadership helped introduce key features such as predictive search, geo-personalisation, and a self-serve FastTrack model. These innovations modernised the customer experience and improved conversion and fulfilment speeds.
Outcomes:
Helped launch a fully redesigned digital experience across mobile and web
Contributed to Argos becoming the first UK multi-channel retailer to surpass £1bn in mobile sales
Improved shopping efficiency through faster, self-serve in-store experiences and simplified checkout flows
The goal of this transformation was to reposition Argos from a traditional catalogue-based retailer to a digitally-led, customer-first brand. This meant reimagining the customer experience across every digital touchpoint while preserving Argos’s trusted retail heritage.
As part of the core design team, I led efforts across iOS, Android, and Web to deliver a modern, personalised, and frictionless shopping experience, one that seamlessly connected digital and physical retail.
Argos needed to evolve its brand perception to remain competitive in an increasingly digital marketplace. Customers expected:
A cohesive digital experience across all platforms
Personalisation and intelligent recommendations
A fast, reliable, self-serve experience both online and in-store
We faced the dual challenge of introducing new branding while improving usability and customer control across channels.
Unite digital and physical shopping into a seamless omnichannel journey
Reimagine in-store experiences by replacing physical catalogues with digital browsers
Drive personalisation across devices based on behaviour and location
Streamline click-and-collect, checkout, and FastTrack journeys
Ensure visual and UX consistency across all digital platforms
I worked closely with platform-specific PMs (iOS, Android, Web) and a lead designer to ground our design strategy in customer behaviour and real-world use cases.
Research Highlights:
Ran moderated lab sessions with customers in an in-house usability lab
Conducted guerrilla testing with in-store customers and staff
Participated in wider Argos research initiatives to observe seasonal and impulse shopping behaviour
Synthesised insights into customer archetypes, pain points, and motivation maps
The insights informed our experience principles and journey concepts, helping us reframe challenges like decision fatigue, long in-store wait times, and irrelevant search results.
To ensure alignment across teams and maintain brand coherence:
I created and maintained design frameworks, including style guides, component libraries, and annotated prototypes
Championed design principles that prioritised speed, clarity, and convenience
Shared early concepts as clickable prototypes to accelerate PO decision-making and reduce ambiguity
This foundation empowered the broader design team to move faster and maintain consistency across multiple parallel workstreams.
Overseeing the end-to-end design across mobile and web platforms:
I mentored junior designers, reviewed their work, and helped them navigate platform-specific UX decisions
Translated high-level requirements into platform-tailored experiences without fragmenting the brand identity
Facilitated cross-functional huddles between design, dev, and product teams to resolve feasibility issues early
The process followed a structured yet flexible rhythm:
Mapped all major customer journeys, identifying friction points and opportunities
Created low-fi wireframes and progressively refined them into pixel-perfect UI
Led weekly design huddles to collect feedback from delivery teams and stakeholders
Built interactive prototypes for usability testing and executive presentations
Finalised journey specs and uploaded annotated designs to Zeplin for developers
This approach helped ensure design intent was preserved from ideation through to delivery.
Some key design upgrades included:
Digital catalogue browser: Replaced paper catalogues in-store with sleek digital kiosks, faster, easier to update, and more accessible
FastTrack UX: Designed an intuitive journey enabling customers to collect online orders in as little as 60 seconds
Homepage & PLP revamp: Cleaner layout, better product discovery, dynamic content modules
Geo-location features: Tailored promotions and inventory availability based on store proximity
Personalised navigation: Introduced predictive search and context-aware menu shortcuts
Mobile-first enhancements: Refined UI components for speed, responsiveness, and accessibility across mobile and tablet
As the lead product designer, I spearheaded the full-scale rebranding of Argos’ legacy mobile apps, transforming both the iOS and Android platforms to reflect the company’s new digital-first identity. This involved a complete visual overhaul, from login flows and navigation patterns to the tiniest micro-interactions like loading states and feedback animations.
The result was a visually cohesive, user-centric mobile experience that not only strengthened brand presence but also enhanced usability across devices.
I played a key role in the design and launch of the Argos In-Store Browser and FastTrack services, revolutionising the physical retail experience.
These digital kiosks replaced the traditional printed catalogue, offering customers a streamlined, self-service shopping journey with intuitive product discovery, real-time stock visibility, and faster fulfilment, especially during high-traffic periods like the holiday season.
The rollout of these systems empowered users and increased in-store efficiency, bridging the gap between digital convenience and physical retail.
I led the end-to-end redesign of Argos’ mobile and desktop web platforms, aligning them with the new digital brand identity. From revamping core experiences such as homepage layouts and product listings to optimising the checkout journey, I ensured visual and functional consistency across every touchpoint.
This cross-platform rebranding not only modernised the look and feel but also boosted user confidence, engagement, and conversion rates across devices.
The Argos rebrand successfully elevated the company from a traditional catalogue retailer to a digitally-led, omnichannel leader. The transformation laid the foundation for continuous experimentation and personalisation, improved customer experience across all touchpoints, increased digital engagement, and delivered measurable business growth.
Increased Digital Revenue
Argos became the first UK multichannel retailer to surpass £1bn in mobile sales, with 55% of all sales coming from digital channels, signalling a major shift in customer behaviour and engagement.
Faster In-Store Experience with FastTrack
The introduction of the FastTrack self-serve system enabled customers to collect online orders in as little as 60 seconds, reducing queues and improving efficiency during peak periods like Black Friday and Christmas.
Enhanced UX Across All Digital Platforms
Revamped the UX and UI across iOS, Android, and Web, improving product discovery, personalisation, and checkout journeys, leading to a significant increase in session duration and repeat visits.
In terms of the long-term value, the Argos rebrand delivered a significantly improved customer experience, both online and in-store. By blending digital convenience with in-store speed, customers gained greater control, faster service, and more personalised shopping journeys. As a result, the brand successfully repositioned itself as a digitally mature retailer in the Sainsbury’s Group.