Ocado

Brand & Experience Learning System

A brand and product-led learning platform for Ocado, designed to support the development of new buyers through a structured onboarding and training experience.

The Commercial Academy acts as a one-stop-shop for learning, combining a 12-week onboarding programme with a wide range of digital resources to support ongoing development.

The project focused on creating a cohesive system that brings together content, interaction, and brand, using a bespoke identity and animation framework to unify the experience and make complex commercial processes clear, engaging, and scalable.

  • Head of Design / Creative Direction

    • Led creative direction and design strategy across the platform

    • Defined the visual identity and brand system for the Commercial Academy

    • Guided multidisciplinary teams across UX, UI, motion, and visual design

    • Worked closely with stakeholders to align learning objectives, structure, and delivery

    • Contributed hands-on interaction design, prototyping, and content structure

  • Onboarding new buyers at Ocado involves navigating complex commercial processes, systems, and expectations.

    Key challenges included:

    • Structuring a 12-week onboarding programme into a clear, accessible experience

    • Supporting different levels of knowledge and progression

    • Bringing together multiple learning formats into a single, coherent platform

    • Creating a consistent identity across content, tools, and activities

    • Ensuring the system could scale across future learning materials and users

    The goal was to create a platform that simplifies complexity while supporting engagement, clarity, and long-term development.

  • The project was approached as a combined brand, learning, and product system, aligning structure, content, and visual identity.

    1. Structuring the Learning Journey

    • Designed a clear 12-week onboarding framework

    • Organised content into logical modules and progression pathways

    • Created intuitive navigation to support both guided and self-directed learning

    2. Creating the Brand System

    • Developed a bespoke identity for the Commercial Academy

    • Ensured alignment with Ocado’s wider brand while establishing a distinct voice

    • Created a system that brings clarity and cohesion across all learning materials

    3. Animation & Content System

    • Designed a collection of animations to support understanding and engagement

    • Used motion to simplify complex concepts and reinforce key ideas

    • Created a consistent visual language across content and interactions

    4. Designing for Scalability

    • Built reusable components and content structures

    • Enabled the platform to support future modules and resources

    • Ensured consistency across multiple formats and touchpoints

  • A dedicated brand system was created to unify the experience:

    • Visual Identity: Clear, structured, and tailored to learning and development

    • Animation System: Used to explain concepts and create engagement

    • Typography & Layout: Designed for readability and structured progression

    • Consistency: Maintained across onboarding, resources, and ongoing learning

    The result is a system that makes complex commercial topics more accessible while maintaining a cohesive and engaging experience.

  • From a product perspective, the platform was designed to:

    • Support structured onboarding and ongoing development

    • Enable both guided learning and self-directed exploration

    • Provide clear pathways through complex content

    • Deliver a consistent experience across devices and formats

    The platform functions as both:

    • a learning and onboarding tool

    • and a scalable digital learning system

  • Outcomes

    • Delivered a cohesive brand and experience learning system for buyer development

    • Created a clear, structured onboarding journey across a 12-week programme

    • Improved engagement and understanding through animation and content design

    • Established a scalable framework for future learning and expansion

    Key Takeaways

    • Immersive environments can transform traditional training into engaging experiences

    • Conversation-driven interaction helps simplify complex topics

    • Structured feedback loops reinforce learning and retention

    • Combining campaign thinking with product design creates more impactful outcomes

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