Boohoo Group
Lead UI Designer
The role
Promoted after two years at the company, I led a team of four designers while delivering user-focused, high-impact features. I streamlined workflows, improved stakeholder communication, and drove key projects like Ratings and Reviews, Debenhams onboarding, brand style guides, and a region-aware Size Guide to reduce returns.
PROJECT
Ratings & reviews
The problem
Boohoo had no way for customers to leave product reviews. For clothing, reviews are vital for sharing fit and quality insights.
The solution
I led the design of Ratings & Reviews, working with various departments and stakeholders to ensure a seamless, user-friendly experience.
Reviews impact customer decision-making. If a customer is unsure whether or not to purchase a product, review can help to determine whether or not it's worth their money.
The result
A full user journey, from landing on a PDP to having left a review. Whether a customer wants to view reviews from other customers or leave their own reviews, I considered multiple touchpoints to ensure the process of leaving a review was as smooth as possible.
PROJECT
Size Guide
The problem
Boohoo’s one-size-fits-all Size Guide caused confusion and returns. High levels of returns were a costly expenditure for the company to handle.
The solution
I restructured the Size Guide into product-specific categories to show only relevant info and added region detection to tailor sizing to each customer’s location.
I worked closely with multiple departments—Legal, Garment Tech, SEO, Delivery Managers, and Senior Leadership—to ensure the project met all requirements and aligned with broader business goals.
PROJECT
Design System
The problem
When I joined Boohoo, only Boohoo and BoohooMAN had proper Style Guides. Other brands reused their templates with minor tweaks, leading to inconsistent components and inaccessible assets over time.
The solution
I aimed to create full style guides for all 12 Boohoo Group brands. Using my experience in Design Systems, I built libraries now used daily by designers and developers, making accuracy and consistency essential.
Designers and developers relied on the Design System, so each asset had to be clear, pixel-perfect, and include all states to avoid confusion.
Let’s connect
Passionate about Design Systems? Interesting in working together? Just want to say hi?
Find me on LinkedIn and let’s connect!
Connect on LinkedIn
Every time a designer detaches a component, a flower stops blooming.
Boohoo Group
Lead UI Designer
The role
Promoted after two years at the company, I led a team of four designers while delivering user-focused, high-impact features. I streamlined workflows, improved stakeholder communication, and drove key projects like Ratings and Reviews, Debenhams onboarding, brand style guides, and a region-aware Size Guide to reduce returns.
PROJECT
Ratings & reviews
The problem
Boohoo had no way for customers to leave product reviews. For clothing, reviews are vital for sharing fit and quality insights.
The solution
I led the design of Ratings & Reviews, working with various departments and stakeholders to ensure a seamless, user-friendly experience.
Reviews impact customer decision-making. If a customer is unsure whether or not to purchase a product, review can help to determine whether or not it's worth their money.
The result
A full user journey, from landing on a PDP to having left a review. Whether a customer wants to view reviews from other customers or leave their own reviews, I considered multiple touchpoints to ensure the process of leaving a review was as smooth as possible.
PROJECT
Size Guide
The problem
Boohoo’s one-size-fits-all Size Guide caused confusion and returns. High levels of returns were a costly expenditure for the company to handle.
The solution
I restructured the Size Guide into product-specific categories to show only relevant info and added region detection to tailor sizing to each customer’s location.
I worked closely with multiple departments—Legal, Garment Tech, SEO, Delivery Managers, and Senior Leadership—to ensure the project met all requirements and aligned with broader business goals.
PROJECT
Design System
The problem
When I joined Boohoo, only Boohoo and BoohooMAN had proper Style Guides. Other brands reused their templates with minor tweaks, leading to inconsistent components and inaccessible assets over time.
The solution
I aimed to create full style guides for all 12 Boohoo Group brands. Using my experience in Design Systems, I built libraries now used daily by designers and developers, making accuracy and consistency essential.
Designers and developers relied on the Design System, so each asset had to be clear, pixel-perfect, and include all states to avoid confusion.
Let’s connect
Passionate about Design Systems? Interesting in working together? Just want to say hi?
Find me on LinkedIn and let’s connect!
Connect on LinkedIn
Every time a designer detaches a component, a flower stops blooming.