Doxzoo
Greens Digital · Service and product designer · 2026
- Asked for
- Redesign the site for V3.
- Actually
- A lot of what looked like interface problems were problems with how the service worked. The leadership needed to tell the two apart before anyone drew a screen.
4 → 1
information architectures, assessed against production, pricing and delivery. One direction signed off by leadership.
Doxzoo is a profitable online print platform. Before redesigning anything I ran a full-day workshop with eight senior leaders, mapped the current journeys and separated service issues from design issues. Four IA propositions later, leadership signed off a direction, and I've been delivering the front end with AI-assisted development.
- Facilitation
- Service design
- Product direction
- Front end
- Client
- Greens Digital
- Product
- Doxzoo
- My role
- Service and product designer
- Status
- Launch expected late 2026
Evidence before opinions
I prepared with surveys, post-purchase data, funnel analysis and walkthroughs of the site, grouped into four journey themes. Then a full day in a room with about eight senior leaders: the CEO, operations, IT, finance and marketing.
The prep meant the day could be spent on decisions instead of on whose hunch was right.
What the day surfaced
Many of the problems on the list weren't design problems. They were how the service worked, showing up on the screen.
Mapping the current journeys made that visible. Some fixes belonged in the interface. Others belonged in the service model underneath it, and no amount of redesign would touch them. Helping the leadership see which was which was the most useful thing I did on the project.
Every proposition had to respect
- Production
- Pricing
- Delivery
From evidence to a direction
- Four journey themesSurveys, purchase data, funnels, walkthroughs
- Current-state journeysMapped with the leadership team
- Service vs interfaceIssues sorted by where they really live
- Four IA propositionsCo-designed and compared
- One directionSigned off by leadership
Into delivery
The output wasn't a deck. It was reusable product-page specifications, components, acceptance criteria and competitor analysis, ready for development.
I was then retained to build the front end with AI-assisted development, using a DESIGN.md as guardrails so generated code stays on-system, and deploying on every commit to main. The process is deliberately lighter than it would be on a big team. It's sized to the project.