DYSON: GLOBAL DIGITAL STORE

My Role: Project Lead overseeing the global design handover of Dyson’s new eCommerce platform. I managed UX and UI teams at R/GA while collaborating closely with Dyson’s internal stakeholders and a third-party development partner.

🧭 Context & Challenge

Dyson was preparing to launch a redesigned global eCommerce platform, aiming for a consistent and elevated digital experience across more than 10 international markets. R/GA was brought in to lead the design phase and support the handover and rollout alongside a third-party engineering team.

My role was to lead the design delivery from R/GA’s side — managing both the internal UX/UI teams and the coordination with Dyson’s global team and the tech vendor responsible for implementation.

🚀 What I Did

• Managed the handover phase of Dyson’s redesigned eCommerce platform — ensuring all design deliverables were complete, consistent, and implementation-ready.

• Oversaw a multi-disciplinary UX and UI team, reviewing outputs, validating user flows, and maintaining design integrity throughout stakeholder reviews.

• Acted as the main interface between R/GA, Dyson’s global product and marketing teams, and the third-party dev agency.

• Facilitated documentation, QA, and communication streams to ensure smooth design translation into code across regions.

• Supported localization planning and design consistency across 10+ global markets, balancing brand standards with regional adaptations.
  
  

📊 Results & Impact

• Enabled successful rollout of Dyson’s new eCommerce experience across Europe, Asia, and North America.

• Delivered a scalable design framework that supported localized launches while maintaining global brand consistency.

• Ensured high-fidelity handover and reduced design–development friction across stakeholders.

• Positioned Dyson’s digital commerce platform for better usability, speed, and brand alignment across key markets.
  
  

🎯 Why It Matters

This project required strong program control, cross-team alignment, and a deep understanding of design operations. I made sure the UX/UI team delivered high-quality work on time, and that the handover was structured, actionable, and clear — enabling a seamless implementation phase across global markets.