Bluebella Ltd. is a boutique multi-award-winning lingerie and sensual products brand who use social selling, direct to consumers and selected retail stockists such as ASOS, Urban Outfitters and Selfridges.

During my tenure with the brand I was instrumental in helping them to deliver their website re-design and digital transformation. A big part of this re-design was focused around their Brand Design Guidelines and design system for online. This was a rigorous process and took 6 months to complete from start to finish. We had to map out all the different site content and elements whilst also improving on the tone of voice, brand styling and rules. The project really helped to align all the content that was being created and gave the brand a standout identity within the lingerie and nightwear space. Even though I left the company in 2015 I understand they are currently still using and working with these design guidelines.

Apart from including just the design guide for the website content, we also did some user research on the "Bluebella customer", we understood and documented the age range, interests, other sites, etc. and used the analytics as a basis to validate this information. We spoke to our customers to get acquainted with their perception of the brand and what other interests they had. This also helped define the mission, purpose and what the brand values.