Marks & Spencer - CX Personalisation

How do you shift personalisation from a feature driven approach to a genuinely customer centred strategy that delivers measurable commercial impact?

At M&S, I worked closely with the Personalisation product, UX and analytics teams to answer exactly that. Together, we created a comprehensive CX Personalisation Blueprint that mapped existing capabilities across web and app against real customer needs, pain points and sentiment data. This gave us a clear view of what personalisation looked like today, where the gaps were, and where the most valuable opportunities sat across the end to end experience.

Each pain point mapped was grounded in research and analytics, tagged across channels, and connected to both current capabilities and future opportunity areas. This created a shared language across teams and a practical foundation for action.

Building on this insight, I facilitated and contributed to an in-person design sprint, translating prioritised How Might We statements into tangible concepts. Working closely with product managers and engineers, we prioritised and designed testable experiments in Figma, focusing on high impact moments such as personalised recommendations during key friction points. Through rapid prototyping and structured experimentation, these small but targeted UI changes delivered millions of pounds in revenue uplift when launched, while establishing a scalable, customer led approach to personalisation at M&S.

*Blueprint is blurred/redacted due to confidentiality commitments with M&S

Agency: Magnetic  |  Project Lead: Natasha Maiselman  | Senior UX Designers: Natasha Maiselman, Felix Kirk, Danielle Colbert