Building digital product and UX capability at Castlery

Context

Castlery needed to establish a stronger digital product and UX capability, improve eCommerce performance, and connect online and offline customer journeys.

What I did

I established and led the Digital Product Team across product management, eCommerce, and UX design, building the capability and operating mechanisms for the function to work independently.

I launched a UI/UX design system from scratch with my UX design team, establishing consistent interfaces and user flows across desktop, mobile and in-store terminals. I also introduced a Voice of Customer initiative using keyword and sentiment analysis and connected customer insight to product and commercial decisions.

Impact

• Contributed to 30% year-on-year revenue growth.
• Increased basket size by 12% while reducing bounce rate to 43%.
• Deployed omnichannel solutions contributing 16% of country revenue.

What this demonstrates

The ability to build and lead a product and UX capability, connect customer insight to commercial priorities, and create the systems and team structures required for independent execution.