2025—present · Retail / E-commerce
Sophie Allport
An ongoing partnership with the British lifestyle brand, spanning digital products, connected commerce and carefully applied AI — designed around the way the team actually works.
The situation
A growing, design-led retailer has to make customer experience, content and operations move together. The harder the business works behind the scenes, the simpler every tool and touchpoint needs to feel for the people using it.
The brief is broader than a single website or feature: identify where custom digital products create a genuine advantage, then deliver them without adding another layer of complexity.
The judgement
I work directly with the Sophie Allport team to understand the real workflow, prototype the right intervention and carry it through to a dependable production release. Product thinking, design and engineering stay in the same conversation from beginning to end.
The work includes customer-facing experiences, internal tools and connected systems. Specific functionality and architecture remain confidential; what matters publicly is the quality of the partnership and the standard of delivery.
The outcome
The relationship has grown into an ongoing digital partnership: focused products that reduce friction, make better use of information and create a stronger base for future growth.
Each release is judged on adoption and usefulness, not novelty. AI is used when it improves the experience or removes repetitive work — and left out when a simpler answer is better.
The work behind the work.
Shared with permission at partnership level; product and operational detail remains private.
What I did
- Product discovery and prioritisation
- Customer experience design
- Internal workflow products
- Connected commerce systems
- Responsible applied AI
- Production delivery and support
Capabilities
- Product strategy
- UX + interface design
- Commerce engineering
- Systems integration
- Applied AI
