Redemption at
national scale

The strategic problem

Landing pages for promotional campaigns were built as one-offs: inconsistent quality, poor accessibility, fragile under the traffic a TV spot produces, and completely disconnected from fulfilment. Support teams drowned in “where is my item?”.

The opportunity was a single platform that could deliver a best-in-class redemption experience across brands, survive traffic spikes from TV and print, integrate properly with logistics partners, cut operational overhead, and be reused for the next client.

My role

I led product design for two years across UX, service design and client-facing work. I owned the experience end to end — from the form through fulfilment and support — and managed two designers across the component system and the campaign UIs.

I also led service design across logistics partners, drove the copy and accessibility standards, and presented in sales pitches to Google, LG and Philips, demoing the platform and explaining how we tested it.

The sixty-package audit

Redemption does not end with a thank-you screen. The part customers remember is receiving — or not receiving — the item. Most teams treat logistics as somebody else’s problem. I insisted we make it ours.

I ordered just under sixty packages to destinations across the UK: cities, suburbs, rural addresses, using different delivery partners. I documented delivery times, package condition, notification accuracy and every failure mode.

The findings were decisive. One partner performed significantly worse outside urban areas. We chose DPD on the evidence. Unglamorous work that shaped the entire downstream experience.

Conversational data capture

Our users were not always tech-savvy. Many arrived from TV and newspaper ads — an older demographic, usually on a phone, redeeming a promotion for the first time. A traditional long form would have killed conversion.

So the flow asked one question at a time: large mobile-friendly inputs, a conversational tone, clear progress, and a summary screen before submission. Abandonment dropped sharply, particularly on mobile, and the pattern became the reusable template for every campaign after it.

Pushing back on Google

Google’s team wanted Material Design inputs throughout their campaigns. Their components, their styling.

I pushed back. Ours had been tested across demographics and devices, met WCAG, and were optimised for the specific context of promotional redemption. I walked their team through the testing methodology, showed the rationale behind each component decision, and demonstrated how we could hold brand consistency without giving up usability. They accepted the approach.

It was never about winning the argument. It was about the person at the other end of the campaign.

Copy standards and accessibility

As campaigns multiplied, inconsistency crept in — different writers, different tones, different levels of clarity around promotional terms. That is a confused user and a compliance risk at the same time.

I pushed for a copy style guide, and for a part-time copywriter to own the words across campaigns. I made the business case on iteration cycles: we were burning days on stakeholder feedback rounds a dedicated writer would prevent. Cycles roughly halved, saving about a week per campaign.

On accessibility, every form component was held to WCAG and tested across assistive technologies.

One component library, four brands

To serve Google, LG, Philips and Samsung from one platform we built a library that supported co-branding and theming per client, shared interaction patterns across campaigns, and rapid setup for a new promotion without rebuilding it.

That is what turned Insyt from a project into a product.