Putting staff discount in every pocket.
Primark's internal ZING platform had a problem hiding in plain sight. The fix wasn't just a new feature, it required rebuilding the experience from the ground up.
Client
Primark
Year
2024
Discipline
Enterprise mobile
Role
UX research · Service blueprinting · Mobile UX
0,000+
Employees reached
0 → 65%
App usage
+8%
Employee spend
Overview
Primark's "Your Voice" employee survey surfaced the frustration clearly: staff wanted to use their discount across any store, not just the one they worked in. But ZING itself wasn't working for people. Login was painful, account recovery was broken, and the platform sat largely unused. The brief was to fix the discount. The real work was fixing the experience.
Challenge
01
The brief
Make the staff discount work across every store. Underneath: 14 of 15 users couldn't log in or recover their account, a critical issue outside the original scope.
What I did
- 01/ 05
In-store usability testing, two rounds with 20 colleagues across four locations. Round one used a low-fidelity prototype tested in person across three Primark stores.
- 02/ 05
Service blueprinting, a full Miro blueprint of the end-to-end experience uncovering gaps in password resets, account lockouts and internal comms.
- 03/ 05
High-fidelity prototype & validation, refined UI, copy and flow based on first-round insights, then validated remotely.
- 04/ 05
Security-first discount design, replaced insecure code sharing with photo ID and a time-stamped barcode, scannable at any till in any store.
- 05/ 05
UX copywriting, rewrote in-app copy for clarity across a workforce of 80,000+ employees.
Outcome
Shipped to 80,000+
The discount feature shipped within the ZING app. App usage increased from 40% to 65% following launch, and employee in-store spend rose by 8%.
Service blueprint delivered
A full service blueprint was delivered to support the rollout and address the login experience that was quietly undermining the platform.
Services delivered
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