UX Strategy · Campaign Design · Product Thinking
Asda's existing Branded Zones were highly effective but expensive, meaning suppliers typically only bought in when they had a specific campaign to promote. I identified a gap in the product offering and saw an opportunity to create something more accessible: a multi-supplier, event-led page that Asda would own editorially.
The goal was to complement in-store events and drive high-volume customer engagement around seasonal moments, while opening up a net-new revenue stream for the business. The project had to balance the Sales Team's demand for measurable ROI with Senior Management's expectations for brand consistency and scalability.
I pitched the concept of an "Experiential Hub" where suppliers could participate at a lower cost by simply nominating products and providing basic assets. The catalyst for getting stakeholders on board was the King's Coronation event — I designed the initial iteration from wireframes through to build, incorporating supplier product showcases and an interactive "Find the Winning Window" instant-win competition.
With that success proving the format, I mapped out a cross-channel user journey to ensure each entry point — whether from a seasonal event page, sponsored media, or the Asda Rewards app — delivered a consistent experience while supporting different user intents, from product discovery to competition entry.
Before development I produced responsive desktop and mobile wireframes to validate layout hierarchy, navigation patterns, and campaign structure with senior stakeholders and supplier teams — reducing revision cycles and establishing a reusable framework for future hubs.
Desktop and mobile wireframes created in Figma and presented to senior stakeholders for sign-off.
The Coronation page proved the format — Experiential Hubs became a standalone, recurring product in Asda's commercial calendar.
Web · Branding · Design Consultancy
Asda offers two tiers of bespoke pages to suppliers: Simple and Complex Branded Zones. When suppliers had limited design resources, I created fully bespoke designs on their behalf — collaborating closely to understand each brand's identity, goals, and audience.
In addition to building pages, I acted as a design consultant for leading brands — creating wireframes, developing customisable templates, and guiding suppliers through the process of building brand zones that met Asda's standards while achieving their own brand goals.
