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Blue Light Card

A full digital transformation: an old website taken into a new, fully responsive user experience, designed in Figma alongside the new app.

Blue Light Card gives discounts to NHS, emergency services and armed forces staff. The website looked and worked like an old site, and it needed to match the new app being built at the same time.

Client
Blue Light Card
Role
Product and UX/UI designer
Scope
Website UI · User flows · Campaign pages
Tools
Figma · HTML · CSS · jQuery
Blue Light Card More than a discount campaign: a collage of NHS, police, fire, ambulance and armed forces staff around the Blue Light Card logo.

My role

Product and UX/UI designer. I designed the new website UI in Figma, designed and built the campaign landing pages, and worked with the engineering team and directors to get it live.

Approach

  1. The whole website redesigned in Figma: every user flow, from sign up and log in to browsing offers and the shopping basket.
  2. Designed to sit alongside the app: one look and feel across web and app, fully responsive from phone to desktop.
  3. Campaign landing pages, led by an extensive Black Friday campaign, plus many more with large, well-known UK brands offering discounts to NHS and emergency services staff.
  4. Landing pages built in HTML, CSS and jQuery, with motion graphics to bring the offers to life.
  5. The same approach carried over to defence discounts, a smaller product that ran alongside the main card.
  6. Worked closely with the engineering team so their development updates fitted the new UI, and with directors and senior stakeholders through many rounds of review, so the new design was well received across the business.

Screens

Outcome

A dated website taken into a modern, responsive experience that matches the app, with a campaign page system that brands and the business could keep using.

Research, iteration and delivery

Researched
Looked at every journey on the old site, from sign up and log in to finding an offer and checking out, and at how the new app handled the same tasks.
Iterated
Designed the new UI in Figma, flow by flow, and reviewed it with directors and the engineering team until it worked for the business and could be built alongside the app.
Delivered
A fully responsive website redesign, a Black Friday campaign and many brand landing pages built in HTML, CSS and jQuery with motion graphics, and the same approach used for defence discounts.
In short
A full digital transformation, designed in Figma, that brought the website in line with the new app and gave campaigns a stronger stage.

Get in touch

Looking for a product and UX/UI designer for a contract role? I'd like to hear about it.

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