Sainsbury's logo with black background, white text, and curved underline.

As part of the content marketing and sales team, I revitalised website graphics to enhance user experience and drive online sales with visually engaging content. By updating the website’s look and feel, I played a key role in significantly boosting sales for Sainsbury's home and garden products.

Online shopping website on a computer screen showing grocery and appliance deals at Sainsbury's.

Sainsbury’s homepage

My main task at Sainsbury’s was to update their homepage daily by creating new assets and exploring new ways to promote products. As well as product retouching I created key art for the banners and other parts of the website. I also researched new methods of content design so that customer click-through was led by a combination of strategic and psychological factors such as roundel placement and CTA design. On top of that working with sales, marketing and copywriters to achieve maximum engagement and convert that to sales.

100’s of assets

A promotional advertisement for Sainsbury's Basics 10 breaded fish fingers, featuring a box of fish fingers, four decorative seagulls, and a model sailboat on a countertop.
Promotional flyer for a football event with offers on snacks and drinks, featuring soft drinks Coca-Cola and Fosters beer, pizza from Pizza Express, Doritos chips, and a red beverage carrier, with colorful abstract background and a call-to-action button saying 'Shop now'.
Easter cake decorated with a large chocolate egg on top, surrounded by colorful candies and small flowers, with a background of Easter eggs and decorations.
Four women wearing red sports outfits and running shoes, participating in a sports relief event.
Advertisement for great offers on beer, wine, and spirits with images of various bottles and cans, and a pink circle with white text that says "Great Offers on beer, wine & spirits."
Online grocery advertisement highlighting Chinese New Year offers with various food products and a yellow circle with white text.
Valentine's Day gift basket with champagne, chocolates, and a food gift card on red background with a heart-shaped sign reading 'Great Offers for Valentine's Day'.
Promotional advertisement for a restaurant offering half price on selected roasting joints, featuring a roasted meat dish in a baking dish and a bowl of roast potatoes.
A series of three athletic figurines are depicted in a running sequence on platforms, with a fourth figurine in a wheelchair following. The scene is set against a gold background, with an orange banner in the top left corner that reads 'Sainsbury's Summer Series BRITISH ATHLETICS.'
Living room with green sofa, wooden coffee table, and window with curtains
Advertisement for active kids vouchers with a man and three children in school uniforms in a classroom.
People celebrating Christmas with drinks and candles, Christmas tree in the background, red banner with text 'Everything you need for Christmas' and a 'Shop now' button.

Product guides

Two side-by-side screenshots of Sainsbury's online furniture catalog, featuring bedroom decor and bedding products, with promotional banners and product images.

I created new product guides for sections of the site that were not getting much engagement. For example here we have the home and garden section which needed some extra attention in comparison to Sainsbury’s already compelling groceries proposition. Creating a moodboard and scrapbook style bringing out the details in the products while giving the section a more inviting feel helped increase conversion rates by up to 60% translating into sales. This task was especially challenging and rewarding as the CMS didn’t allow for much creativity, but I used creative thinking to work around these shortcomings to design something the site had not seen before.

Publications

In conjunction with the marketing team, I put together printed campaigns such as advertorials in papers such as The Observer and brochures for in-store

An open magazine displaying an advertisement for a Bakewell tart priced at £2.60 on the left page, and on the right page, an article about a restaurant with a photo of a man, a picture of a restaurant interior, and images of food dishes.
Collage of interior home decor, including a vintage armchair near a large window, a bedroom with light green walls, a white bed and heart-shaped wall hanging, and a table with Mother's Day gifts and decorations.

TU website

As well as Sainsbury’s website I also worked on the initial ideas for TU’s website, pitching them to the various agencies we worked with and guiding the look and feel of the early iterations of the website. This was a really proud moment as I got to really explore my design and UX capabilities in a commercial environment with elements still being used today.