M&S Little Garden
TLDR
The Challenge:
The M&S Little Garden campaign brought the fun of growing fresh produce, in to customers home. The internal client set a brief to create a micro site for kids and grown ups to play and discover all of the different seed types, and how to care for them.
My Role:
As Lead Product Designer, I led this time-boxed project, with proactive design and delivery - from concept to launch in 3 weeks.
Process from Design to Delivery
I created a UX framework which leveraged on the campaigns discoverability and collectability elements, with product modals to display extra detail about each of the 12 Little Garden seed kits.
Freshly grown art direction
The M&S Little Garden brand identity used natural, earthy pastel hues of colour.
With brand assets being created for store based print materials, I proactively created digital-first assets to work within the micro website.
I created a mini design system with responsive React components, layered with the page composition templates to create a charming, unified aesthetic, with eye-catching pops of tone and contrast for the younger audience.
Launch and Impact
The digital bra fit guide launched in Q1 2020, delivered in 2 weeks from brief to launch.
By Q2 2020 it was averaging over 20,000 customers a month, providing the only digital alternative to M&S's suspended in-store service during lockdown.
The guide formed part of M&S's broader digital bra fit response during lockdown. Trials of the associated online bra fit service, run during the same period, showed exceptional customer satisfaction: 100% of customers polled rated the experience 9 or 10 out of 10, with an average bra fitter rating of 4.97 out of 5 stars (based on 100 customers).
The online bra fit service was covered by Grazia, Drapers, and M&S's own corporate press office.
© 2026 Simon Wessely