Goal:

Create a unified, scalable UX approach by identifying cross-brand inconsistencies and aligning digital product design standards across four major fashion brands.

My Role:

As the lead analyst on this initiative, I was responsible for identifying gaps, redundancies, and inconsistencies across the UX patterns of PLT, Boohoo, Warehouse, and Karen Millen. My role combined business analysis, UX auditing, and product strategy to inform design system alignment and drive parity across the group.

UX Analysis & Documentation

• Audited 120+ UI components across Mobile Web, Desktop, and Native App interfaces for all four brands

• Systematically catalogued UX inconsistencies, component variations, and patterns across platforms

• Created detailed delta reports with annotated context and severity assessments for each brand

Cross-Functional Collaboration

• Worked closely with Product Designers, Frontend Engineers, and Brand Product Owners to understand existing patterns

• Supported stakeholder discussions by providing clear documentation of gaps and inconsistencies

• Delivered visual walkthroughs and parity matrices to help teams understand alignment opportunities

Strategic Insights & Recommendations

• Identified key areas where component consolidation could reduce duplication and improve scalability

• Provided systematic recommendations for design system governance and alignment priorities

• Documented findings to support decision-making around cross-brand standardisation.

Impact & Results

• Provided comprehensive baseline for Project Horizon Shared Design System initiative

• Identified critical alignment opportunities across 120+ components, enabling informed prioritisation

• Equipped design and development teams with clear understanding of existing inconsistencies

• Established repeatable framework for cross-brand component analysis and future auditing work