Helping customers find their kitchen.

01 / The context

A big range, many voices

The retail website is where most customers first explore Wren — and where a lot of different priorities meet.

Customers need to find their way through a large range quickly. The business needs the site to perform in search. The brand has a clear view of how its products should be presented. And stakeholders across the business all have a stake in what appears where.

02 / My role

Owning the structure, not just the screens

I lead UX/UI design across the site, which means the work starts well before visual design: how the range is grouped, how categories relate to each other, and how a customer moves from a broad idea to a specific product.

03 / Design decisions

Visual versus functional navigation

A recurring question was how much navigation should inspire and how much it should simply get people where they’re going. Visual navigation shows off the product and suits browsing; functional navigation is faster when a customer already knows what they want.

Rather than picking one, the information architecture, category structures and filtering are designed to work together — so discovery feels inspiring at the top level and precise as customers narrow down.

• 01Navigation and information architecture
• 02Category structures
• 03Product discovery and filtering

04 / Constraints

Balancing customers, search and brand

Every structural decision had to hold up from several angles at once. A category that makes sense to a customer also has to work for SEO, sit comfortably with brand preferences and meet stakeholder expectations. Much of the work is finding the version that serves all four without diluting the customer experience.

05 / Collaboration

Making trade-offs visible

Working closely with senior stakeholders and directors, I translate competing objectives into design options that make the trade-offs clear — so decisions are made on the customer journey rather than on whoever asks loudest.