John Lewis Digital Rebrand

The UX Challenge: Reinventing John Lewis' Digital Identity

John Lewis' digital experience was monochromatic, lacking personality and warmth. The cold, utilitarian interface, rooted in Swiss design principles, created a rigid and impersonal shopping journey. The absence of a dynamic visual system made it difficult to adapt the experience across different product categories, limiting engagement and flexibility.

As part of the new "Joyfully Bold" brand direction, my team and I introduced a harmonized color system that reflected John Lewis' seasonal campaigns. We enhanced UX/UI with clear wayfinding and selection cues, improving digital legibility and readability. Additionally, we redefined the typographic hierarchy, addressing key accessibility challenges and making the experience more inclusive.

The UX Solution

To bring this new vision to life, we:

• Partnered with Pentagram and John Lewis' Brand Team – Developed a fresh, modern design language that could compete with top retail brands.
• Designed for a New Target Demographic – Crafted an experience that resonates with Busy Inspiration Seekers while remaining familiar to existing Active Service lovers.
• Ensured Cohesion Across the Entire Digital Estate – Applied the new design system across Native Apps, all digital breakpoints, and services like John Lewis Financial Services.
• Implemented & Tested the New Digital Language – Overhauled UX/UI across key pages, including PLP, PDP, Homepage, Editorial Content, and Hub pages.

Outcome & Impact

• John Lewis Digital Design System – Established a unified design framework to ensure consistency and scalability.
• Creation of the "Joyfully Bold" Web Experience – Introduced motion, bold typography, and a dynamic color system, bringing warmth and personality to the brand.
• A Complete UX/UI Overhaul – Redesigned components and interface elements to enhance usability, accessibility, and brand expression.

By transforming John Lewis’ digital presence, we created a more engaging, adaptable, and inclusive shopping experience that embodies the brand’s new creative direction while meeting the needs of modern consumers.