Deloitte Global

Global web product leadership at enterprise scale.

Leading the evolution of Deloitte Digital and Deloitte.com: aligning teams, design systems and evidence-led optimisation across platforms serving 56 countries and more than 8 million monthly visits.

Scope

Three global workstreams. Two public platforms. One leadership remit.

My current role spans three global programmes: Deloitte Digital, Deloitte.com and Adobe Creative Cloud. This case focuses on the two public web platforms, where I lead product design direction, team practice, design-system evolution and measurable journey optimisation.

Across the web programmes I lead 19 contributors—nine on Deloitte Digital and ten in the Deloitte.com core team, excluding me—while connecting product, engineering, research, content, marketing, analytics and member-firm teams.

Portfolio 3 global workstreams
Deloitte brand ecosystem and enterprise platform reference
Deloitte.com 8M+ monthly visits
Deloitte design system and reusable pattern reference
Deloitte Digital 56 countries
Deloitte UX process and measurement reference
Web teams 19 contributors
Deloitte design leadership and workshop reference
Leadership and operations Adobe Creative Cloud

Global product ownership, support operations and governance for 8K+ internal users.

Open the Adobe case → UX performance Deloitte Digital

Product design leadership across 56 countries and more than 500K monthly visits.

View the programme → Design systems at scale Deloitte.com

Global design operations for a platform receiving more than 8M monthly visits.

View the programme →
Context

Improving today's journeys while designing tomorrow's platforms.

01

The challenge

Two large public platforms had to improve live performance while simultaneously creating new architectures, components and interaction models for their next iterations.

Deloitte information architecture and navigation configuration challenge artefact
02

The response

I established a shared 20/30/50 operating focus, scalable delivery pathways and evidence-led prioritisation across global and member-firm stakeholders.

Deloitte double diamond process and product development response artefact
03

The outcome

The programmes produced measurable gains in lead generation, engagement, bounce rate and performance while strengthening the foundations for the next experience.

Deloitte experience design process and delivery outcome artefact
Leadership

Direction for two programmes; clarity for the people delivering them.

DD

9-person Deloitte Digital team

One lead product designer, two senior designers, BA, PM, QA, two front-end developers and one researcher—all figures exclude me.

.com

10-person Deloitte.com core team

Two lead designers, three senior UX designers, two BAs, a senior researcher, PM and front-end developer—excluding me.

Ops

Connected delivery network

I align the core teams with QA, backend, marketing, analytics, business stakeholders and local design pods across member firms.

Lead

Direction, systems and evidence

I set design direction, develop people and practice, govern shared systems and connect user behaviour to investment decisions.

Design operations

A flexible operating model built for different levels of risk.

A single heavyweight process could not serve every change across a complex global platform. I led and authored the BAU and research pathways, co-created the multi-member-firm collaboration model, and helped refine the existing comprehensive pre- and post-development process.

Together, the pathways scaled research, governance and quality assurance according to the complexity and potential impact of the work.

Shared operating focus across Deloitte Digital and Deloitte.com

20%Maintain and BAU
30%Enhance the current experience
50%Design the next iteration
Led and authored

BAU product design

A proportionate route for repeatable product, template and component updates.

  1. Intake
  2. Impact review
  3. Design and system update
  4. Quality assurance
  5. Release and measure
Helped refine

Comprehensive delivery

Deeper discovery, validation and governance for higher-complexity or strategic work.

  1. Brief and discover
  2. Define
  3. Ideate and assess
  4. Develop and test
  5. Handover and optimise
Led and authored

Research and optimisation

A closed learning loop connecting hypotheses, behavioural evidence and product decisions.

  1. Frame hypothesis
  2. Triangulate evidence
  3. Design and test
  4. Measure behaviour
  5. Share and prioritise

Co-created multi-member-firm collaboration

Local need and context Shared review and contribution Reusable global pattern

Piloted before scaling. The BAU, research and collaboration pathways were first tested through smaller-scale projects, refined through use and then fully implemented. This reduced avoidable rework and defects, accelerated delivery, clarified responsibilities and increased adoption and stakeholder confidence.

The operating model in practice.

The detailed process artefacts made ownership, governance and decision points explicit across comprehensive delivery, faster updates, BAU work, collaboration and optimisation.

Deloitte comprehensive experience design process before development, from brief and discovery through testing and handover
Comprehensive pre-development process: discovery, definition, ideation, design, testing and handover.
Deloitte comprehensive experience design process after development, from visual quality assurance through optimisation
Comprehensive post-development process: quality assurance, documentation, release, measurement and optimisation.
Fast-track Deloitte process for low-complexity and low-impact interface updates
Fast-track route for low-complexity, low-impact interface updates.
Deloitte business-as-usual product design process for component and template updates
BAU route for more comprehensive component and template updates.
Deloitte cross-member-firm collaboration process for future geography-specific templates
Cross-member-firm collaboration: local needs shaped into reusable global patterns.
Deloitte low-complexity experience design process before development
Lightweight pre-development process for focused changes and requests.
Deloitte testing and optimisation process from hypothesis and test design through analysis and shared findings
Testing and optimisation loop: hypotheses, test design, execution, analysis and shared learning.
Research and optimisation

Turning behavioural evidence into clearer design priorities.

For Deloitte's service pages, I led an optimisation approach that triangulated quantitative analytics, behavioural heatmaps and session recordings.

I evaluated the combined evidence against UX best practice, page-level KPIs and business objectives, giving teams a stronger basis for deciding what should change, why it mattered and where design effort would create the greatest value.

Measure behaviour

Traffic, user paths, scroll depth, component interaction and content engagement established the quantitative picture.

Observe interaction

Heatmaps and session evidence showed where attention concentrated, where users acted and where engagement declined.

Prioritise improvements

Patterns were assessed against user needs, UX principles, KPIs and business objectives to create actionable recommendations.

Redacted Adobe Analytics dashboards showing page-level KPIs, component usage and user-flow analysis
Quantitative evidence: page performance, component interaction and user-flow patterns.
Redacted Hotjar click, engagement, scroll and movement heatmaps
Behavioural evidence: click, engagement, scroll and movement patterns.
Redacted UX report triangulating analytics, search and heatmap evidence
Evidence synthesis translated separate signals into a clearer view of user intent and content priority.
Redacted UX recommendation showing differences in content engagement
Content hierarchy and relevance recommendations based on observed engagement.
Redacted UX recommendation using scroll and engagement maps to reduce interaction effort
Reducing scroll effort so users could reach useful content and actions sooner.
Deloitte Digital

Evolving a global experience across 56 countries.

I lead product design for Deloitte Digital's global web presence: more than 500K monthly visits across 56 countries, delivered with a nine-person cross-functional team excluding me.

Over the last three years, the programme has improved the live experience while designing its next iteration: a new information architecture, design system, components, interactions and storytelling model based on renewed brand guidance.

Lead generation+20%

More valuable actions across forms, event participation, subscriptions and registered downloads.

Engagement+24%

Stronger interaction with priority content and journeys.

Bounce rate−8%

More visitors continuing beyond their entry page.

Page-load time−15%

Faster access to content and conversion pathways.

My team: one lead product designer, two senior UI/UX designers, BA, PM, QA, two front-end developers and a researcher. Team size excludes me. Results cover the last three years and are attributable to the programme's focus on user-journey and lead-generation optimisation.

01 / Hierarchy Lead with relevance

Priority content, client impact and service propositions were structured to help visitors understand value faster.

02 / Storytelling Build editorial momentum

Flexible long-form patterns balanced narrative, evidence, data and calls to action without flattening the story.

03 / Conversion Create purposeful pathways

Cards, filters and calls to action connected discovery with deeper content, expertise and lead-generation journeys.

04 / Scale Design beyond one screen

Responsive states and reusable behaviours made the visual direction practical across devices and delivery teams.

Redesigned Deloitte Digital homepage with clearer hero storytelling, priority topics, client impact and service content
Homepage: a stronger narrative from brand promise to priority topics, client impact, services and insight content.
Deloitte Digital insights experience with featured stories, filters and a modular editorial card system
Insight discovery: featured editorial stories, topic filtering and a modular system for scanning a growing content library.
Deloitte Digital long-form research template combining key takeaways, editorial content, data visualisation and conversion prompts
Long-form storytelling: reusable patterns combine executive takeaways, evidence, data, imagery and conversion prompts within one coherent narrative.
Mobile versions of the Deloitte Digital homepage, insights library and long-form research template
Mobile craft across homepage, insight discovery and long-form research.
Responsive Deloitte Digital navigation and search behaviour specified across desktop, tablet and mobile breakpoints
System delivery: navigation, search and scroll states specified across desktop, tablet and mobile breakpoints.
Craft made buildable.

The visual direction was translated into component states, breakpoint behaviour and implementation guidance—helping engineering preserve intent while enabling teams to reuse the patterns efficiently.

Deloitte.com

Managing design quality across 8M+ monthly visits.

I manage and streamline the design process and global design system for Deloitte.com, connecting a ten-person core team with QA, backend, marketing, analytics, business partners and local design pods.

The remit combines live optimisation with the next platform iteration: new information architecture, templates, components, interactions and a brand-led system that member firms can apply consistently.

Lead generation+17%

Growth across contact forms, event participation, subscriptions and registered downloads.

Engagement+24%

More interaction with relevant content and conversion journeys.

Bounce rate−14%

More visitors moving into deeper journeys.

Page-load time−14%

Faster performance on a large global publishing platform.

Core team: two lead product designers, three senior UX designers, two BAs, a senior researcher, PM and front-end developer—ten people excluding me. The team works closely with QA, backend, marketing, analytics, business and member-firm design pods.

Deloitte design system colours typography and token artefacts
Deloitte design system layout component and accessibility artefacts
Impact

Measurable growth, backed by a stronger design operation.

Across both programmes, design leadership translated into better user and business performance—not only new interfaces. The same operating model created clearer governance, reusable standards and stronger evidence behind product decisions.

  • Deloitte Digital: lead generation +20%, engagement +24%, bounce rate −8% and page-load time −15%.
  • Deloitte.com: lead generation +17%, engagement +24%, bounce rate −14% and page-load time −14%.
  • Scaled delivery through proportionate research, governance and quality assurance pathways.
  • Connected 19 core contributors with global specialists and member-firm teams around shared standards.
  • Built the next platform iterations while continuing to improve today's live journeys.
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