Interim VP Product / Digital Transformation Leader (London, UK)

Digitally Transforming UK's Largest Shopping Centre Business In The Age Of Retail Apocalypse

intu Properties plc (FTSE:INTU) gave me an opportunity to lead their Digital Transformation efforts across the entire organisation. As part of intuDigital over 3.5 years, I built number of technology products like, added new business capabilities, improved many legacy systems and processes, and created a great user-centred product culture.

These efforts delivered excellent results by positively impacting their bottom line, adding millions in additional revenue from digital streams, and most important of all bringing the organisation to higher digital maturity.


  • Delivered Digital and Customer Experience Strategy
 that was followed to a T for delivering key projects and aligning intu management with shopping centres

  • End-to-end planning and execution of responsive site
 with hands-on approach to design, running workshops, requirements sessions and research studies

  • Hiring, coaching and leading UX, Design and Content teams
 with a focus on collaboration, visibility and accountability

  • Delivered design guidelines and experience language 
for content publishers, marketers, designers and external agencies

  • Improvised processes to integrate UX & tech teams 
with a data-centric, mobile first and agile approach to product development

  • Led the implementation of the new brand - intu 
(previously known as Capital Shopping Centres) across all digital properties

  • Delivered various multichannel campaigns e.g. Rugby World Cup, Christmas & Black Friday

  • Introduced new initiatives by bringing in external companies and hiring contractors as needed

  • Built and executed the long-term vision and strategy for intu’s Multichannel proposition

First Christmas tree decoration VR Experience launched nationwide in intu Shopping Centres


Winner  of " The Most Innovative Multichannel Retailing Concept " (May 2016) with competitors from 20+ countries

Winner of "The Most Innovative Multichannel Retailing Concept" (May 2016) with competitors from 20+ countries

  • Generated and validated a new revenue stream for based on affiliate commissions and ads,
 which attracted further investment and buy-in from the wider intu group

  • Doubled the user base and increased engagement by 3.5x
 to reach a sustainable ad based model delivering > 1.8% CTR (higher than industry standard)

  • Built the most efficient and productive team in the organisation
 while increasing the quality of work massively (as reflected in my annual performance review)

  • Improved design and content quality
 as a result of alignment of multiple teams across shopping centres and external agencies with the use of guidelines, workshops and experience language

  • Built content readership from bottom up
 with insights from user research, testing and shop-along research studies within centres

  • Increased subscriber database by 350%
 by redesigning WiFi mobile experience, improving signup flows and providing value added content in email newsletters

What I did for intu

Strategy & Execution

  • Experience design strategy

  • KPIs review & teams alignment

  • Product vision, strategy and roadmap

  • Welcome emails strategy

  • Content Strategy

  • SEO review and implementation with external agencies

Design & Research

  • Hands-on UX design work for all projects

  • Information architecture

  • Personalisation & Internationalisation

  • Stakeholder interviews

  • User interviews & research in five countries

  • Wireframing, User journeys, Prototypes & Usability testing

  • Multichannel Campaigns

Behind the Scenes

  • Agile & UX process integration

  • UX evangelism & knowledge share

  • Inputs to product stills & video shoot, and retouching to the Studio team

  • Regular visits to fulfilment centres to improve operational efficiency

  • Customer care feedback & complaints review to resolve issues for good


Year: 2014-2017
Engagement period: 3.5 years
Industry: Retail, eCommerce, Media

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