1. The Objectives
Playing a pivotal role in shaping the future of their digital products and online presence. Collaborating with cross-functional teams and delivering best in class user experience across web and mobile platforms
Responsibilities included:
• Ensuring user centric design by understanding customer needs, behaviours and painpoints
• Storyboarding, developing user flows and complex interactive prototypes to communicate design concepts and gather feedback for iterative improvements effectively
• Translating wireframes and prototypes into visually stunning interfaces that align with the brand identity, ensuring consistencies across all touchpoints
• Optimising designs for various devices and screen sizes
• Conducting user research to inform and validate design decisions to ensure the digital product exceeds customer expectations, identify areas for improvement and iterating on designs accordingly
• Collaborating with cross functional teams including developers, product managers and marketing to ensure design feasiblity, consistency and seamless end-to-end experiences
• Creating and developing a design system to allow for a unified scalable approach to design across all platforms
2. The Solution & Process
- RESEARCH
Continuously developing surveys, conducting interviews and usability testing against new design solutions - UX
Forming a solid customer journey map allowed the user journey and therefore experience to be monitored and delivered end-to-end. In doing this mapping out all micro touchpoints to ensure the user can easily locate what they need (information, features, buttons) when they need it at all times. In summary making sure the experience is effortless, easy and successful from start to finish. - WIREFRAMES & PROTOTYPING
Producing complex wireframes and prototypes to be able to test, validate and refine the user experience and journey which was crucial on such a complex piece as the configurator. In addition this gave me the ability to establish the structure and layout early on before advancing on to the UI stage. - UI + DESIGN SYSTEM
Breaking down the designs to component level and forming a design system from this was crucial for the business to achieve scability and faster-to-market deliverables, as well as brand consistency
"Bringing Emma Dudley into Ribble was a turning point for our UX design. What began as a short engagement quickly became a long-term partnership because the value she delivered was exceptional.
Emma transformed the Ribble UX. Her attention to detail was outstanding and she ensured we shipped the project on time and to a high standard. She didn’t just give us best practice UI guidance. She gave us a framework we could build on. She put the right building blocks in place so we could continue to develop the platform with consistency, applying customer and industry best practice throughout.
The impact was clear. Her work more than doubled our attachment rates and helped drive a significant uplift in AOV. The improvements she delivered in the Ribble Configurator set a new benchmark for how we design for our riders.
Emma was a credit to the team and to the project. I would work with her again without hesitation."
**Matthew Lawson**, *Chief Digital Officer, Ribble Cycles*