Fruit of the Loom provide a range of end to end tools and services for businesses to purchase, create, print and resell their products. As sales and services sold to businesses account for a major portion of revenue improving customer experience was seen as critical to strengthening brand performance.

My Role

Managing a team of junior UX designers I led an in-depth research project. A project manager was involved to help aid organisation and graphic designer for the presentation of concepts to support recommendations.

The Approach

Planning began to facilitate a major research project which resulted in over three hundred responses. 

Research Stage 

With a large, disparate population to research I designed an initial online survey with a mixture of quantitative and qualitative questioning. A cross section of recipients were invited to participate in one to one telephone empathy interviews to further understand their behaviour and explore any issues. 

Our team internally used personas and empathy maps to model findings, brainstorming ideas and presenting these in a detailed report. Key insights were presented to senior stakeholders with the aid of an infographic and clickable prototypes communicating potential improvements. 

Design Stage

Although the project scope centred around research there was an opportunity to communicate issues customers were facing through the use of clickable prototypes. The design team brainstormed potential solutions and produced paper prototypes in an iterative session. I took the chosen ideas forward and created clickable prototypes for presentation and customer testing. 

Key Findings

The research phase provided a huge number of insights around the behaviour of customers, including the following:

  • The mobile experience was failing with tools difficult to use away from desktop, clearly backed up by a large bias toward desktop usage
  • Product information architecture was poor. Customers found it difficult to locate and filter products easily
  • Tools, whilst useful, were difficult to use, lacking a clear user experience 
  • The opportunity to form partnerships and share knowledge with other users wasn't available


The research project reached 316 participants through survey with a further 16 from across the target audience screened and selected for further in person research.

Findings were presented with the aid of a specially designed infographic and supported by in-depth documentation covering insights and recommendations.

I was involved in a further project which took forward some of the key findings into idea generation, wireframing and prototyping.