15gifts

15gifts develop Humara, an AI driven decision engine that uses machine learning and psychology techniques to create uplift for clients and enables end users to make the right purchase decisions. It surfaces 500,000 personalised recommendations a month and is trusted by telecom giants such as EE and Virgin Media.

Three smartphones display a mobile website for selecting a SIM tariff plan, with options to choose services like messaging, calls, and online shopping. The middle phone shows a loading screen, and the right phone displays details of a 12GB 5G plan with pricing and contract terms.

The Challenge

When I joined 15gifts, they had been operating without a dedicated UX Designer for an extended period, resulting in a lack of cohesive user experience direction. Without a defined UX strategy, design efforts were fragmented rather than strategic.

Additionally, the company lacked a structured hiring strategy for design roles and had no established user testing processes, making it difficult to recruit the right talent and validate design decisions with real user feedback.

There was also a requirement for additional leadership as the other members of the leadership team were too stretched to line manage and coach the product team.

Screenshot of a mobile phone shopping comparison webpage featuring the Apple iPhone 8, including specifications, color options, pricing, and carrier plans.

The Process

UX and Product Lead

As UX & Product Lead in the business, I was responsible for leading a team of Product Managers and Owners, Data Scientists, and UX and Product Designers. Alongside my leadership role, I also contributed to the UX design requirements of the business.

My key achievements during the nine month contract include:

  • Developing the 15gifts UX framework and strategy (ensuring it was in line with the wider product strategy)

  • Designing new features and optimisations via user stories, user journeys, flow diagrams, information architecture, mockups and prototypes

  • Introducing right-sized UX best practices that included thorough design documentation and inter-disciplinary communication

  • Implementing a prioritised UX backlog

  • Enabling and coaching the design team in implementing in-depth user testing and content strategy

  • Optimising design for a wide range of devices and interfaces

  • Conducting usability tests and user research, analysing collated data and making informed design decisions

  • Working closely with data scientists and customer success team to ensure design decisions are based on truthful data and needs

  • Line managing and coaching the Product Managers, Lead Data Scientist, Head of Design and other members of the UXD team

  • Creating an environment where everyone has the headspace, support and autonomy to excel

  • Working with other members of the Leadership team to enable wider business improvements

  • Recruitment for key roles

For full details on the engine, visit the 15Gifts website.

15gifts clients include: Vodafone UK, EE, Tesco Mobile, Virgin Media, Sky, Three, Verizon and BT.

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