Digital Dyson

Innovate and disrupt the market with products that change the way you look at how things are ‘suppose to’ work. In the era of digital shopping has led the company to start expanding and innovating in the digital experience.

Keywords to summarise my time as senior UX designer at Dyson:

[Strategy] [Research] [Data] [Journey] [Information architecture (IA)] [Usability] [Mobile-first] [Prototyping] [Inclusive design] [Accessibility]

Detailed end-to-end project work can be provided upon request.

Navigate through the tabs below to view details about my role and experiences in each.

Disclaimer: limited visuals can be provided given that many projects I was involved in are confidential.

Role: Senior UX designer
Team: Global Experience Design
Year: 2019-now

Upon receiving a brief with problems to solve, clarifying requirements and scope from stakeholders, a UX strategy plan that includes necessary UX approaches was created with activities ranging from competitor analysis, persona creation, journey and IA mapping, benchmarking, wireframing and many more depending on size and scope of the project.


A brief that looked at how we improve the shopping experience of accessories. This was the UX plan and activities set up at the beginning of the project:

– Competitor analysis
– Review web analytics and verbatim feedback
– Journey and IA mapping
– Benchmarking on existing experience
– Create persona
– UX recommendations on journeys/IA and concepts with both quick-wins and gold-standard solutions
– Design workshop activities
– Concept creation and testing, iteratively. Include wireframing and prototyping
– Review accessibility and SEO impact of solutions
– Establish final concept to handover to development team
– Work with development team to create final solution and launch

User research and testing is one of my key role in projects. Different research methods were adopted depending on the ask and project type. Majority of testing were conducted via UserZoom and few other opportunities with remote moderated user testing.


Examples (not limited) of user research activities:

// Benchmarking: established a baseline and explored pain points in journey of purchasing vacuum cleaners with think-aloud navigation study. This provided in-depth insights on user journey and experiences that fuelled design solutions.
// Usability testing: determined the effectiveness of design concepts, two or three concepts were tested against each other such as two different CTA styles or UI.
// Content hierarchy: determined where the content should sit on a page or most effective placement, content hierarchy tests were conducted. This facilitated how pages, for example, product pages should be structured to make the most impact and relevant to most users.

Most of the projects required exploration of user journey. User journey and how information architecture (IA) is structured was one of the key player to create a well-rounded user experience.


Mapped out user journey visually to ensure stakeholders were all on the same page and also facilitated any new journey optimisation recommendations. IA was also very key in projects, concepts were tree tested to establish the most effective IA.

An example project was to improve the navigation for haircare products, three IA concepts were tree tested visually and the best performing IA were implemented and saw increase in conversion rate.

To make sure user testing produce quality results, concepts need to be prototyped as closely to real-life implementation as possible. I explored different methods within Axure including using custom logic to create prototypes for projects.

After establishing final concept, I then create pixel-perfect UI designs and documentation for developers.


I created a prototype that allowed participants to go through the checkout journey from selecting a product, adding to basket and displaying order summary that reflected user selection. Realistic interactions were also prototyped such as swiping.

Detailed documentation was created for final designs including responsive designs, margin/padding and accessibility requirements.

To give my UX design a strong foundation, I gathered existing analytics data (where appropriate) that established benchmark statistics and supported concept generation. Software/platform I worked with: Adobe analytics, Google Analytics, Decibel, Foresee, Botify.

I work closely with developers, product owners and product managers to establish KPIs and deliver solutions to drive engagement, conversion rate and NPS from concept to launch.


A project aimed to introduce new sustainability content on product pages. Data was gathered from Adobe Analytics to understand the current performance, journey to and from existing pages, page visits and SEO keywords.

I also worked closely with A/B testing team in some projects to test design concepts and helped to establish KPIs.

At Dyson we are always mobile-first, concepts started with mobile design that was signed off then rolled out to tablet and desktop. Responsiveness was key in design consideration. The experience should be (almost) identical. Additionally, another key responsibility of my role was to make sure all designs we produce are accessible.


I was involved in enhancements to Dyson US website that facilitated the website to pass WCAG level AA compliance. I provided and advocated accessibility guidelines and best practices to creative designers across different teams such as heading hierarchy, tab order, image alt-text and if and when to use aria-labels.

As part of Global Experience Design team, I was involved in projects that came from markets all over the world. This required me to create solutions that can be future-proofed and tailored for each local markets.


My background in Asia provided me the opportunities to work with Asian markets, specifically China team which is one of the key market of Dyson. Projects involved revamping Dyson mini-program with new page designs and onboarding screens on WeChat.

I also worked on several projects to create email templates that can be used globally.