John Lewis & Partners - Content & editorial
A complete reimagining of how content is created across John Lewis. I led the design of reusable, responsive content types that enabled Product and Editorial teams to create richer experiences more efficiently. Grounded in user research and discovery, the platform balanced customer needs with business.
One thing this project taught me turning operational complexity into clarity is the essential starting point. Leading design for critical infrastructure for the Amplience CMS, to balance editorial flexibility with technical scalability. From ideation to delivering responsive content types (including schemas), my process remains rooted in pragmatism, accessibility, and cohesive, high-performance systems. Leaning into AI tooling for crafting the product and enabling Editor functionality.
The CMS migration in stats (within 11 months)
£1.7m in costing savings from CMS renewal
£200k+ savings through content effciencies
23 content types designed, validated and built
100+ users trained/using the platform
Leading the entire journey from discovery to delivery
I champion the end-to-end design journey from discovery to delivery, combining research, data, and accessibility to create user-centric experiences. Through collaborative workshops and scalable design systems, I align teams, elevate products, and leverage remote collaboration and AI tools to push boundaries.
Our services page
Brand services page
Brand voice page
Store finder pages
“I find it easier to browse and find what I want. There is more information quickly to hand.”
Participant (user testing)
Category page
More efficient use of content via ‘Create once, publish everywhere (COPE)’
Sub-category page
Spotlight on the most popular content types created for Amplience
Balancing ambition with delivery. Defining a focused MVP while protecting the long-term vision ensured we delivered meaningful value within tight timelines.
Product card carousel
Image cards
Mini cards
Text blocks
Validating user experiences
Shop the look side drawer component (Concept)
Conducting the Fable user testing on the homepage and content pages provided vital insights from users with accessibility needs. This process was essential to ensure that the solutions addressed all customer requirements.
Articles that build engagement and brand presence
Before
After - The revised experience utilises parallax scrolling, product carousels, and video integration to optimise the conversion funnel and increase user interaction.
Deliverables:
UI/UX Design for fully responsive content types and page types in Amplience.
Ideation for new functionality and requirements from the ground up.
User guide site & editor training information.
Produced whilst at John Lewis & Partners.