Dubai, UAE
Dubai, UAE
MARKS & SPENCER
LONDON I 2018 - 2024
Helped Transform Digital Future of a British Heritage Brand
This experience shaped how I design today: with clarity, empathy, and impact always at the intersection of design, technology, and business.
MARKS & SPENCER I LONDON I 2018 - 2024
MARKS & SPENCER I LONDON I 2018 - 2024
Helped Transform Digital Future of a British Heritage Brand
Helped Transform
Digital Future
of a British Heritage Brand
At M&S, I helped lead the brand’s digital transformation into a truly digital-first retailer serving over 32 million customers.
Partnering with business and product teams, I redefined end-to-end customer journeys blending creativity, strategy, and measurable business results.
This experience shaped how I design today: with clarity, empathy, and impact always at the intersection of design, technology, and business.
Recommendations & Personalisation
Research-Led Design That Transformed M&S Recommendations
2021 - 2022
Recommendations & Personalisation
Research-Led Design That Transformed M&S Recommendations
2021 - 2022
1.1B+
Product Carousels Seen
Once-seen interaction rose +10%; clearer cards and inline ATB reduced decision effort.
1.1B+
Product Carousels Seen
Once-seen interaction rose +10%; clearer cards and inline ATB reduced decision effort.
+£172M
Incremental Revenue Growth
Data-led UX upgrades to recs across PDP/PLP/ATB clearer cards, faster add-to-bag, and measurable revenue lift
+£172M
Incremental Revenue Growth
Data-led UX upgrades to recs across PDP/PLP/ATB clearer cards, faster add-to-bag, and measurable revenue lift
Global Navigation Redesign
From clutter to clarity: consolidated IA, faster paths, measurable revenue impact.
2024
Global Navigation Redesign
From clutter to clarity: consolidated IA, faster paths, measurable revenue impact.
2024
+0.2%
PLP & SRP Uplift
Iterative navigation redesign reduced cognitive load and improved findability.
+0.2%
PLP & SRP Uplift
Iterative navigation redesign reduced cognitive load and improved findability.
+£1.8M
Incremental Web Revenue
Projected from a 2-month test on under 50% of traffic, now live across M&S.
+£1.8M
Incremental Web Revenue
Projected from a 2-month test on under 50% of traffic, now live across M&S.
Outfit Builder: From Hackathon Spark to Live Product
The M&S Outfit Builder: conceived in a 2021 hackathon, matured by a cross-functional squad, delivered to millions.
2021 - 2022
Outfit Builder: From Hackathon Spark to Live Product
The M&S Outfit Builder: conceived in a 2021 hackathon, matured by a cross-functional squad, delivered to millions.
2021 - 2022
£1.6M
App Uplift
From +5% of high-spend users making 1 extra order or +1 item
£1.6M
App Uplift
From +5% of high-spend users making 1 extra order or +1 item
#No1
Hackathon Award Winner
Our hackathon-winning outfitting concept secured a dedicated squad and shipped as a core shopping experience.
#No1
Hackathon Award Winner
Our hackathon-winning outfitting concept secured a dedicated squad and shipped as a core shopping experience.
Loyalty Scheme Redesign
SPARKS is at the heart of M&S’ Digital Transformation strategy to become a ‘digital first’ retailer!
2021 - 2022
Loyalty Scheme Redesign
SPARKS is at the heart of M&S’ Digital Transformation strategy to become a ‘digital first’ retailer!
2021 - 2022
11M+
Customer Growth & Reach
Acquired in 10 months #1 Shopping app in the UK App Store Rapid scale and category leadership.
11M+
Customer Growth & Reach
Acquired in 10 months #1 Shopping app in the UK App Store Rapid scale and category leadership.
75% Traffic
6M Sparks visits via app in week one
High adoption and immediate repeat engagement.
75% Traffic
6M Sparks visits via app in week one
High adoption and immediate repeat engagement.
Global Navigation Redesign
From clutter to clarity: consolidated IA, faster paths, measurable revenue impact.
2024
Global Navigation Redesign
From clutter to clarity: consolidated IA, faster paths, measurable revenue impact.
2024
+0.2%
PLP & SRP Engagement Uplift
Iterative navigation redesign reduced cognitive load and improved findability.
+0.2%
PLP & SRP Engagement Uplift
Iterative navigation redesign reduced cognitive load and improved findability.
+£1.8M
Incremental Web Revenue
Projected from a 2-month test on under 50% of traffic, now live across M&S.
+£1.8M
Incremental Web Revenue
Projected from a 2-month test on under 50% of traffic, now live across M&S.
Recommendations & Personalisation
Research-Led Design That Transformed M&S Recommendations
2021 - 2022
Recommendations & Personalisation
Research-Led Design That Transformed M&S Recommendations
2021 - 2022
1.1B+
Product Carousels Seen
Once-seen interaction rose +10%; clearer cards and inline ATB reduced decision effort.
1.1B+
Product Carousels Seen
Once-seen interaction rose +10%; clearer cards and inline ATB reduced decision effort.
+£172M
Incremental Revenue
Data-led UX upgrades to recs across PDP/PLP/ATB clearer cards, faster add-to-bag, and measurable revenue lift
+£172M
Incremental Revenue
Data-led UX upgrades to recs across PDP/PLP/ATB clearer cards, faster add-to-bag, and measurable revenue lift
Outfit Builder: From Hackathon Spark to Live Product
The M&S Outfit Builder: conceived in a 2021 hackathon, matured by a cross-functional squad, delivered to millions.
2021 - 2022
Outfit Builder: From Hackathon Spark to Live Product
The M&S Outfit Builder: conceived in a 2021 hackathon, matured by a cross-functional squad, delivered to millions.
2021 - 2022
£1.6M
App Uplift
From +5% of high-spend users making 1 extra order or +1 item
£1.6M
App Uplift
From +5% of high-spend users making 1 extra order or +1 item
#No1
Hackathon Award Winner
Our hackathon-winning outfitting concept secured a dedicated squad and shipped as a core shopping experience.
#No1
Hackathon Award Winner
Our hackathon-winning outfitting concept secured a dedicated squad and shipped as a core shopping experience.
Loyalty Scheme Redesign
SPARKS is at the heart of M&S’ Digital Transformation strategy to become a ‘digital first’ retailer!
2021 - 2022
Loyalty Scheme Redesign
SPARKS is at the heart of M&S’ Digital Transformation strategy to become a ‘digital first’ retailer!
2021 - 2022
11M+
Customer Growth & Reach
Acquired in 10 months #1 Shopping app in the UK App Store Rapid scale and category leadership.
11M+
Customer Growth & Reach
Acquired in 10 months #1 Shopping app in the UK App Store Rapid scale and category leadership.
75% Traffic
6M Sparks visits via app in week one
High adoption and immediate repeat engagement.
75% Traffic
6M Sparks visits via app in week one
High adoption and immediate repeat engagement.
COLLEAGUES & MANAGERS
Don't Just Take My Word, Take theirs!
"I worked with Aish whilst completing a large checkout migration, the timescales were always tight given the proximity to launch, however Aish’s dedication and focus always shone through. Aish supported the whole team in delivering a new experience and was always on hand to talk through and amend designs if required. Aish has a great eye for detail, customer focus, and is always looking to deliver a great design with a best in class user experience."
Keith Bradshaw
Senior Product Manager - M&S
"I’ve been lucky to work with Aish on multiple projects at M&S, and every time, I’m so impressed by her expertise, attention to detail, and deep understanding of what makes a great user experience. When we both joined M&S, we worked together on a project that was as challenging as it was rewarding. I learned so much from her during that time—she just has this incredible ability to break down complex problems, structure information in a way that makes total sense, and create seamless user flows. Her knowledge of UX and IA is next-level, and she always puts the customer first in every decision. On top of all that, she’s an absolute pleasure to work with. She’s open, collaborative, and always brings fresh ideas to the table. If you’re looking for a lead product designer who just gets it and will make your product better in every way, I can’t recommend her highly enough!"
Jess Izzard
Lead Product Designer - M&S
Aish is a silent force! She's not only a great designer, she understands the whole journey and joins all the dots. She always highlights where she can see a kink in the chain of activities; she glues together multiple teams so we deliver the best journey possible for the customer One of her Product Managers recently said to me that she's not only an amazing designer but she's a systems-wide thinker - and he's depending on her more and more. She joined our team and had to hit the ground running - learning a new business, with a quagmire of stakeholders, moving goals - she takes it all in her stride. She's fast, listens to feedback but can clearly explain the rationale for the design decision - especially when MVP isn't the same as the ideal design solution we'd like. Would love to work with Aish again and thoroughly recommend her.
Vanessa Kirby
Head of Product Design - M&S
Aish excels in transforming customer pain points into clean, eloquent solutions. Her work style is incredibly thorough while her thought process is articulated in a digestible format for her audience. It was a pleasure to work with Aish, an asset to any CX team.
Ginal Patel
Senior Product Manager - M&S
"I worked with Aish whilst completing a large checkout migration, the timescales were always tight given the proximity to launch, however Aish’s dedication and focus always shone through. Aish supported the whole team in delivering a new experience and was always on hand to talk through and amend designs if required. Aish has a great eye for detail, customer focus, and is always looking to deliver a great design with a best in class user experience."
Keith Bradshaw
Senior Product Manager - M&S
"I’ve been lucky to work with Aish on multiple projects at M&S, and every time, I’m so impressed by her expertise, attention to detail, and deep understanding of what makes a great user experience. When we both joined M&S, we worked together on a project that was as challenging as it was rewarding. I learned so much from her during that time—she just has this incredible ability to break down complex problems, structure information in a way that makes total sense, and create seamless user flows. Her knowledge of UX and IA is next-level, and she always puts the customer first in every decision. On top of all that, she’s an absolute pleasure to work with. She’s open, collaborative, and always brings fresh ideas to the table. If you’re looking for a lead product designer who just gets it and will make your product better in every way, I can’t recommend her highly enough!"
Jess Izzard
Lead Product Designer - M&S
Aish is a silent force! She's not only a great designer, she understands the whole journey and joins all the dots. She always highlights where she can see a kink in the chain of activities; she glues together multiple teams so we deliver the best journey possible for the customer One of her Product Managers recently said to me that she's not only an amazing designer but she's a systems-wide thinker - and he's depending on her more and more. She joined our team and had to hit the ground running - learning a new business, with a quagmire of stakeholders, moving goals - she takes it all in her stride. She's fast, listens to feedback but can clearly explain the rationale for the design decision - especially when MVP isn't the same as the ideal design solution we'd like. Would love to work with Aish again and thoroughly recommend her.
Vanessa Kirby
Head of Product Design - M&S
Aish excels in transforming customer pain points into clean, eloquent solutions. Her work style is incredibly thorough while her thought process is articulated in a digestible format for her audience. It was a pleasure to work with Aish, an asset to any CX team.
Ginal Patel
Senior Product Manager - M&S
"I worked with Aish whilst completing a large checkout migration, the timescales were always tight given the proximity to launch, however Aish’s dedication and focus always shone through. Aish supported the whole team in delivering a new experience and was always on hand to talk through and amend designs if required. Aish has a great eye for detail, customer focus, and is always looking to deliver a great design with a best in class user experience."
Keith Bradshaw
Senior Product Manager - M&S
"I’ve been lucky to work with Aish on multiple projects at M&S, and every time, I’m so impressed by her expertise, attention to detail, and deep understanding of what makes a great user experience. When we both joined M&S, we worked together on a project that was as challenging as it was rewarding. I learned so much from her during that time—she just has this incredible ability to break down complex problems, structure information in a way that makes total sense, and create seamless user flows. Her knowledge of UX and IA is next-level, and she always puts the customer first in every decision. On top of all that, she’s an absolute pleasure to work with. She’s open, collaborative, and always brings fresh ideas to the table. If you’re looking for a lead product designer who just gets it and will make your product better in every way, I can’t recommend her highly enough!"
Jess Izzard
Lead Product Designer - M&S
Aish is a silent force! She's not only a great designer, she understands the whole journey and joins all the dots. She always highlights where she can see a kink in the chain of activities; she glues together multiple teams so we deliver the best journey possible for the customer One of her Product Managers recently said to me that she's not only an amazing designer but she's a systems-wide thinker - and he's depending on her more and more. She joined our team and had to hit the ground running - learning a new business, with a quagmire of stakeholders, moving goals - she takes it all in her stride. She's fast, listens to feedback but can clearly explain the rationale for the design decision - especially when MVP isn't the same as the ideal design solution we'd like. Would love to work with Aish again and thoroughly recommend her.
Vanessa Kirby
Head of Product Design - M&S
Aish excels in transforming customer pain points into clean, eloquent solutions. Her work style is incredibly thorough while her thought process is articulated in a digestible format for her audience. It was a pleasure to work with Aish, an asset to any CX team.
Ginal Patel
Senior Product Manager - M&S
Global Navigation Redesign
From clutter to clarity: consolidated IA, faster paths, measurable revenue impact.
2024
+0.2%
PLP & SRP Engagement Uplift
Iterative navigation redesign reduced cognitive load and improved findability.
+£1.8M
Incremental Web Revenue
Projected from a 2-month test on under 50% of traffic, now live across M&S.
Outfit Builder: From Hackathon Spark to Live Product
The M&S Outfit Builder: conceived in a 2021 hackathon, matured by a cross-functional squad, delivered to millions.
2021 - 2022
£1.6M
App Uplift
From +5% of high-spend users making 1 extra order or +1 item
#No1
Hackathon Award Winner Idea
Our hackathon-winning outfitting concept secured a dedicated squad and shipped as a core shopping experience.
Recommendations & Personalisation
Research-Led Design That Transformed M&S Recommendations
2021 - 2022
1.1B+
Personalised Product Carousels Seen
Once-seen interaction rose +10%; clearer cards and inline ATB reduced decision effort.
+£172M
Incremental Revenue Growth
Data-led UX upgrades to recs across PDP/PLP/ATB clearer cards, faster add-to-bag, and measurable revenue lift
Loyalty Scheme Redesign
SPARKS is at the heart of M&S’ Digital Transformation strategy to become a ‘digital first’ retailer!
2020-2021
11M+
Customer Growth & Reach
Acquired in 10 months #1 Shopping app in the UK App Store Rapid scale and category leadership.
75% Traffic
6M Sparks visits via app in week one
High adoption and immediate repeat engagement.