Rob Graham

F&F clothing had been hugely successful in-store for 10 years but wasn't available online. I had to bring it back through the Tesco app.

The challenge was making clothing feel aspirational without breaking the grocery experience that millions of customers rely on. Getting someone comfortable spending £50 on jeans through the same app they use to buy milk.

I built end-to-end prototypes to show what was possible, then ran workshops with stakeholders to nail down what we actually needed. These prototypes became the blueprint for individual design teams to work from.

We created an F&F theme for our design system - same components and patterns, but with different colors and styling to give clothing its own feel.

The trickiest part was designing size and color selection that worked for everything from jeans to makeup. Accessibility drove us to use color swatches plus dropdowns, which turned out perfect when we later added makeup with 50+ shades.

I create two types of strategic visions that drive major business decisions.

Long-term visions for the board: I've built 3-10 year visions showing what Tesco could become - like our 3-year marketplace plan for catching up on regular e-commerce, and a 10-year vision exploring how AI could transform the entire experience. These get presented to the board and directly influence whether we invest millions in new capabilities.

6-month execution visions: Every 6 months I work with product managers to take all their plans and turn them into an end-to-end journey showing what it will actually look like for customers. Instead of bullet points on slides, stakeholders can see the experience, and backend teams can understand what capabilities they need to build.

Both are about the same thing - making complex plans tangible so people can make better decisions. The board visions help decide where to invest, the 6-month visions help teams execute.

After 6 years of rapid growth, our design system was a mess. Different implementations on iOS and Android, poor documentation, and new designers couldn't figure out how to use it properly.

I audited both apps, broke everything down into the smallest possible components, and rebuilt it from scratch. The new system put accessibility first - even if it meant something looked slightly less pretty, it had to work for everyone.

Key decisions

• Accessibility over aesthetics - WCAG AA compliance built into every component

• Same design tokens work for both SwiftUI and Compose

• Document the "why" not just the "what" so future designers don't have to guess

Building a marketplace inside Tesco without killing our grocery business was like performing surgery on a moving train.

Customers expected everything to arrive together on the Tesco van, but now some stuff comes from other sellers with different delivery times and costs. I had to help people understand this new reality without losing trust.

I spent most of my time making sure 10 different teams were building pieces that actually fit together, rather than 10 separate features that happened to live in the same app. Weekly sessions and shared Figma files kept everyone aligned, plus loads of one-on-ones with individual designers.

The big focus was making search and product listings work better - getting sellers to compete on price while still feeling like the Tesco people trusted.

I spent 18 months embedded with traders in London and New York offices, sitting alongside them to understand their pain points and identify opportunities for better tools.

These were expert users dealing with hundreds of millions of dollars - so we designed very dense UIs with loads of keyboard shortcuts, prioritizing speed over learnability. Mistakes really mattered, so we focused on reducing errors while increasing speed and giving management transparency.

We co-created solutions, got rapid feedback, and built prototypes in Axure. The process was incredibly iterative - we'd test something in the morning and have a new version by afternoon.

Delivered a new rapid spread selling tool, bond trading blotter, and various other specialized trading interfaces.