FitFlop are leaders in the women’s footwear market both in the UK and globally.

Whilst functional and totally fit for purpose, their website, in particular eCommerce, was falling behind the ambitions of the brand. A new partnership with Uma Thurman as the face of FitFlop meant that there was some new and exciting brand stories to tell as well, but there was nowhere to bring them to life.

I worked with internal brand teams and external development teams to ensure that the new found ambitions of the brand were delivered digitally. I played an extensive and hands on role throughout the process from competitor research and positioning through to UX and design.