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And the digital platform wasn't pulling its weight — e-commerce represented just 5% of revenue against a target of 15%.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"f58eba46-7aac-463e-88ee-2b676ff61e52","fieldSchemaId":"615ca444-c7d1-401a-a8df-ba3f0943d5e5"},{"id":"3ec6a89c-8f5b-4d9e-81c5-e95751d980ac","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The brief demanded something beyond a website redesign. \",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"It was a full ecosystem intervention — rethinking the customer journey end to end, from the first click to the fitting room, and equipping the people in between with the tools to make it work.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"As Lead Designer, I led the design of two interconnected deliverables : a completely overhauled e-commerce platform built around real customer behaviour, and an in-store seller tablet system designed to give sales teams live stock visibility, customer history, and the ability to close omnichannel transactions without leaving the shop floor.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"f58eba46-7aac-463e-88ee-2b676ff61e52","fieldSchemaId":"bcc64f41-fbb1-49ca-8791-3b571054ecad"},{"id":"3222fa4f-82ed-4241-9188-968e344c7734","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Designing for the person behind the counter\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Most retail digital projects start and end with the customer-facing interface. The seller experience is treated as an internal IT problem.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"That's the wrong frame entirely. In a showrooming model - where customers try in store and order online, or browse online and decide in store - the salesperson is the conversion layer. Their tools determine whether an omnichannel promise becomes an omnichannel reality.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The tablet interface was designed with the same rigour as the consumer platform : around real seller workflows, real friction points, real in-store contexts. 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