Interactive digital content & UX

I worked as Project Manager and Copywriter on two interactive digital experiences for Tesco, created for the company’s eight million online customers.

Working alongside UX and graphic design teams, I helped concept, structure and deliver content-led digital experiences designed to engage customers and drive traffic to Tesco’s website and stores.

The first was an interactive Halloween e-zine combining recipes, party inspiration and activities for families. Following its success, we were commissioned to create a Christmas experience covering food, shopping and gifting, including interactive tools to help customers make decisions — from choosing presents to finding the right Christmas turkey.

Achievements

• Helped concept and deliver two interactive digital experiences for an audience of eight million Tesco online customers.
• Worked closely with UX and graphic design teams, integrating content into the overall experience rather than treating copy as a final layer.
• Designed content around customer needs and journeys, helping users move between inspiration, practical advice and relevant products.
• Created interactive content and tools that made seasonal shopping more useful and engaging.
• Used clear content hierarchy and concise digital writing to make information easy to browse and act on.
• Balanced customer needs with commercial objectives, creating useful editorial experiences designed to drive engagement with Tesco online and in-store.
• Managed the projects from concept through delivery, coordinating closely with the client, designers and UX team.
• Built on the success of the Halloween project to win a second Christmas commission, developing the format into a larger seasonal experience.