Co-op High Five!

Background

Co-op was transforming its Membership loyalty proposition into a phased digital experience, allowing the business to release value early and learn as new features were introduced.

The challenge was to transform a complex proposition into a simple, engaging experience while delivering value iteratively. The MVP had to launch before the brand identity existed, requiring a flexible interface that could later accommodate a distinctive visual identity. As the product evolved, new features such as Community Stamps added further complexity, demanding careful UX design to keep the experience intuitive and rewarding.

What I did

• Led a multidisciplinary design team, setting direction, planning roadmaps and balancing user, business and technical needs.
• Framed complex challenges through discovery, journey mapping, rapid prototyping and user research, translating insights into clear design direction.
• Crafted the digital experience and visual language, translating a benefit-first brand into an intuitive, accessible app experience.
• Built trusted stakeholder relationships, embedding collaborative workshops, regular playbacks and tailored feedback approaches.
• Protected the customer experience throughout delivery by balancing engineering constraints, negotiating roadmap priorities and using evidence to influence product decisions.

Result

• Established the design foundations for Co-op's flagship Membership proposition, supporting phased delivery and future product evolution.
• Delivered accessible, user-tested experiences that balanced customer needs with business objectives and technical constraints.
• Influenced the digital application of the brand, helping establish a consistent visual standard for the Membership experience across the app.
• Built strong cross-functional alignment, reducing delivery risk and enabling faster, more confident product decisions.
• Created a scalable design foundation that enabled the Membership proposition to evolve through future phases.