ASOS
Redesigning the Global Content Engine: From Legacy CMS to Unified User Experience.
The Challenge & Evolution
My journey at ASOS began as a Customer Care Specialist, handling live chat, email, and social media enquiries. Spending a year on the frontlines of customer queries provided a deep, ground-up understanding of the company's products, processes, and - most importantly - user pain points.
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Leveraging this insight, I transitioned to Content Editor for Customer Care, managing all English support content for one of the world’s largest fashion e-commerce brands. The primary challenge was replacing the existing, unwieldy legacy system with a modern solution that could handle global scale, improve user experience, and align with the core ASOS brand.
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Phase 1: Leading the Customer Care Rebranding
I led the complete rewriting, restructuring, and modernisation of the Customer Care experience, transforming the support interface into a user-friendly, contemporary design. This transformation ensured the support platform felt cohesive with the main ASOS brand identity, improving trust and engagement.
Phase 2: CMS Migration &
Global Scalability
My most impactful achievement was playing a key role in the migration of the Help Centre to a new CMS. This project was not just a technical shift; it was a complete reshaping of the content architecture and delivery process.
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Key Strategic Actions
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Improved Information Architecture: Redesigned the structure of support content for easier navigation and faster self-service resolution.
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CMS Replatforming: Managed the successful migration to enhance the platform’s scalability and efficiency, preparing the infrastructure for future growth.
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Simplified Localisation: Introduced streamlined processes for global content management, allowing localisation teams to manage translations seamlessly.
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Content Accessibility & UX: Actively shaped the user experience by creating and updating content around major tech launches, policy changes, and company advancements.
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Key Outcomes & Lasting Impact
The migration and redesign resulted in a unified support platform that elevated the user experience and dramatically streamlined internal content operations.
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Successfully migrated all Customer Care content to a new, scalable CMS platform.
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Delivered a cohesive, intuitive support interface that elevated customer engagement.
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Ensured simplified localisation for seamless global content management across markets.
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Improved content accessibility by shaping UX through timely updates on new features and policies.
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Streamlined content operations by implementing a modern, user-friendly content engine.