Chris Paul | Selected Works

VoucherCodes

The UK’s favourite savings destination

Problem

Facing increased competition from challenger brands, VoucherCodes, a leading UK discount platform, needed to retain its top position. The focus was on future-proofing the brand: expanding reach, engagement and redefining value for both users and merchant partners.

Business goals

• Maintain market leadership within the discounts category
• Differentiate from emerging challenger brands
• Diversify revenue by launching new product propositions
• Strengthen brand value and engagement

Outcomes

• Delivered a company-wide rebrand spanning consumer touch points & B2B
• Launched new products including loyalty and student propositions
• Built and led a multidisciplinary design team, embedding design as a strategic function
• Created and rolled out a unified design system to drive quality and consistency
• Elevated design to be a key element of the business

Role

Design Director

Skills

Design leadership
Stakeholder management
Creative direction
Product design
Customer research
Usability testing

VoucherCodes

The UK’s favourite savings destination

Problem

Business goals

Outcomes

Role

Design Director

Skills

Design leadership
Stakeholder management
Creative direction
Product design
Customer research
Usability testing

VoucherCodes

The UK’s favourite savings destination

Problem

Business goals

Outcomes

Role

Design Director

Skills

Design leadership
Stakeholder management
Creative direction
Product design
Customer research
Usability testing

Commercial impact

8m+

Members

70m+

Site visits

£478m

Retail sales

Commercial impact

8m+

Members

70m+

Site visits

£478m

Retail sales

Commercial impact

8m+

Members

70m+

Site visits

£478m

Retail sales

Brand

Re-imagined simplicity

We conducted a full re-brand employing a fresh, lifestyle-driven look and feel.

Atomic design system

Our system reduced manual design overhead, enabling consistency and easy collaboration with engineers and marketing.

Brand

Re-imagined simplicity

We conducted a full re-brand employing a fresh, lifestyle-driven look and feel.

Atomic design system

Our system reduced manual design overhead, enabling consistency and easy collaboration with engineers and marketing.

Brand

Re-imagined simplicity

We conducted a full re-brand employing a fresh, lifestyle-driven look and feel.

Atomic design system

Our system reduced manual design overhead, enabling consistency and easy collaboration with engineers and marketing.

Product

Having audited key journeys and analysed information architecture with customers, we re-designed all product touch points. Simplicity and clarity governed our approach.

Home

The layout was de-cluttered through increased use of white space. I worked with developers to create dynamic modules that pulled merchant imagery from the backend.

Search

The functionality was totally overhauled. The new experience provides smart search, filtering results on every keystroke with filters for brands or specific offers.

Restaurants

With eating out being a key vertical to the business, the restaurant experience was given special attention. Customers can easily filter deals based on location, day of the week and party size.

Desktop

Although the design process focused on mobile-first care was taken to allow a truly responsive design for desktop and tablet.

Native apps

The brand’s visual feel was maintained across platforms while native interactions were leveraged in order to ensure an intuitive experience users.

Evangelising design as a function

Fostering cross-functional collaboration in an agile environment

Agile

I instilled agile methodology and ceremonies into the team.

Design sprints

We worked on new features with stakeholders from across the business contributing ideas.

Workshops

Bringing stakeholders together with workshops enabled early collaboration and buy-in.

Team culture

Collaboration was a key part of our culture. Design worked closely with the product, engineering and marketing functions of the business.

Evangelising design as a function

Fostering cross-functional collaboration in an agile environment

Agile

I instilled agile methodology and ceremonies into the team.

Design sprints

We worked on new features with stakeholders from across the business contributing ideas.

Workshops

Bringing stakeholders together with workshops enabled early collaboration and buy-in.

Team culture

Collaboration was a key part of our culture. Design worked closely with the product, engineering and marketing functions of the business.

Evangelising design as a function

Fostering cross-functional collaboration in an agile environment

Agile

I instilled agile methodology and ceremonies into the team.

Design sprints

We worked on new features with stakeholders from across the business contributing ideas.

Workshops

Bringing stakeholders together with workshops enabled early collaboration and buy-in.

Team culture

Collaboration was a key part of our culture. Design worked closely with the product, engineering and marketing functions of the business.

Spiros Theodossiou

VP Product, VoucherCodes

"Chris has an incredible eye for design and for simplifying UX to help drive clean, engaging product experiences. At VoucherCodes he grew the design team and defined UX as a key function of the business.

He was also instrumental in helping drive a significant rebrand. He is a great mentor and manager and I would not hesitate to work with him again."

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