Specsavers

Brand & Experience Design System

A brand and product-led digital experience for Specsavers, focused on translating a globally recognised retail and healthcare brand into a clear, scalable digital system.

Operating across multiple markets and services, Specsavers requires experiences that balance brand consistency, usability, and performance at scale. The project explored how visual identity, interaction design, and structured systems could work together to simplify complex journeys and create a cohesive experience across touchpoints.

As a global organisation with thousands of locations and services spanning optometry and audiology, consistency and clarity are critical to maintaining trust and usability across digital platforms

  • Head of Design / Creative Direction

    • Led design strategy and creative direction across the platform

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

    • Partnered with stakeholders to align brand, product, and delivery

    • Contributed hands-on to structure, prototyping, and visual system development.

  • Specsavers operates within a complex ecosystem of services, markets, and customer journeys.

    Key challenges included:

    • Translating a strong, recognisable brand into a cohesive digital experience system

    • Simplifying complex user journeys such as finding stores and booking appointments

    • Ensuring consistency across multiple markets, services, and touchpoints

    • Balancing brand expression with clarity, accessibility, and performance

    Existing systems can become fragmented over time, making it difficult to evolve experiences or introduce improvements quickly.

  • The work was approached as a combined brand and product system, aligning identity, structure, and interaction across the experience.

    1. Structuring the Experience

    • Simplified complex journeys into clear, intuitive flows

    • Designed navigation and pathways to support key actions (e.g. find, book, explore)

    • Focused on clarity, hierarchy, and ease of use

    2. Extending the Brand System

    • Applied Specsavers’ identity across digital touchpoints

    • Created consistent rules for typography, layout, and visual hierarchy

    • Ensured the brand remained recognisable while supporting usability

    3. Designing for Scale and Flexibility

    • Developed reusable components and patterns

    • Created a system that could adapt across markets and services

    • Supported rapid iteration and continuous improvement

    Modern digital systems allow organisations to iterate quickly and test improvements continuously, leading to measurable gains in performance and usability .

    4. Aligning Brand and Performance

    • Balanced brand storytelling with functional user needs

    • Ensured the experience supported both engagement and conversion

    • Connected brand expression with measurable outcomes

    Integrating brand and performance activity into a unified system can significantly improve conversion efficiency and user engagement .

  • A dedicated campaign identity was developed to sit within KPMG’s broader brand:

    • Visual Language: Clear, confident, and engaging—designed to encourage openness and participation

    • Typography & Layout: Structured for clarity while supporting expressive content

    • Tone & Messaging: Balanced professionalism with approachability and inclusivity

    • Consistency: Aligned with KPMG’s identity while creating a distinct voice for the initiative

    The system ensured the campaign felt both integrated within the organisation and recognisable as a focused initiative.

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

    • Improve usability across complex service structures

    • Enable scalable content management and delivery

    • Support both internal workflows and external user needs

    • Provide a consistent experience across devices and touchpoints

    Well-designed digital systems can improve both user satisfaction and operational efficiency, particularly in enterprise environments.

  • Outcomes

    • Delivered a cohesive brand and experience system across digital platforms

    • Improved clarity and usability of complex content and services

    • Created a scalable framework adaptable across regions and teams

    • Enabled consistent delivery aligned with Specsavers brand

    Key Takeaways

    • Strong brand systems are essential for navigating complexity at scale

    • Clarity and structure are critical in enterprise digital experiences

    • Aligning brand, product, and interaction design creates more effective outcomes

    • Scalable systems enable consistency across large organisations

Previous

KPMG EOV
Next

Fujistu Safety City