2023
GKDXP
My role
Senior UI Designer
Made with
Figma
Highlights
Design system
Branding
UI Design
Greene King, one of the UK’s largest pub and brewing companies, faced the challenge of consolidating and transforming its web estate for its diverse range of pub and hotel brands. In this project, I contributed as a Senior UI Designer, expanding upon established foundations to create a robust, scalable, and visually cohesive digital platform. This effort redefined the customer experience while streamlining operations across their extensive digital presence.
The short of it
1,628 Sites
Re-platformed across 83 domains for 13 brands
+20.5% Sessions
Boosted organic traffic and engagement
+4% Search
Achieved through improved SEO and site structure
+0.4ppts
Conversion rate vs. pre-period
Building a Digital Experience Platform.
Greene King sought to consolidate their digital presence under a ambitious initiative that required a flexible platform capable of supporting a variety of premium, mid-range, and family-oriented experiences. The project aimed to simplify the management of over 1,600 sites, seamlessly integrate booking engines, a Digital Asset Management (DAM) system, and third-party tools. It also sought to enable the rapid deployment of new brand sites and establish a foundation for continuous evolution and multi-channel alignment.
Creating a Solid Foundation.
To ensure a seamless and versatile experience across all brands, I refined and built upon a component-based design system. Key elements included:
- Design Tokens: A system for rapid customization of styling, typography, spacing, grids, and borders. These tokens allowed each brand to maintain its unique identity while ensuring visual consistency across all sites;
- Core Journeys: UX designs tailored for five key customer journeys—food, drinks, live sports, hotel stays, and pub searches;
- Scalable Structure: The design system supported the diverse needs of premium, mid-range, and value-oriented offerings.
Unified efforts.
The collaboration between design and development teams was integral to the project’s success. Regular checkpoints ensured:
- Early identification of potential challenges with collaborative refinement of the pre-existing framework;
- A seamless handoff between design and development teams, avoiding disconnects;
- Faithful realization of design concepts in the final product.
I can happily say that this was both the biggest and smoothest rollout I've been a part of which I put down to exceptional teamwork and attitude, and expert knowledge.
One thing that impressed me most was the transition from design to development; normally there's a disconnect between the design presented and the final product, but there has been the most faithful realisation of designs I've experienced. Massive credit and well done to all the team!
