While working for the VML agency I was embedded in a permanent team delivering day-to-day digital work for Avolta client. Mainly Reserve & Collect worlddutyfree 200+ websites, colleague site Emporium and their native apps.
Responsibilities and deliverables
Hands-on UX
Creating annotated wireframes and user flows in Figma for ongoing scrum team roadmap. On a weekly basis presenting rationale and explaining design decisions to senior stakeholders e.g. POs, Devs, BAs and client’s third party agencies.
Research
Setting up and conducting UX research. Planning and organising qualitative and quantitative testing. Writing scripts, creating prototypes, moderating usability tests, analysing results and compiling reports. Also organised large scale quantitative testing (1m+ users approached) for Information Architecture and Taxonomy research.
At the heart of our process was a commitment to continuous improvement. Using tools like HotJar, Optimal Workshop, and Google Analytics 4, I provided actionable insights to the teams, helping them stay ahead of user trends and challenges.
Mentoring and Consulting
Leading strategy and development for client’s internal research team. Educating and establishing research best practices for qualitative and quantitative testing e.g. A/B testing methodologies for Adobe Target use and data collection, reporting templates and findings playback to regional teams around the world.
Some major wins have increased client KPIs by two-digit % points. Multiple UI and feature initiatives were also stopped as testing results proved negative impact which helped teams prioritising meaningful work.
EXAMPLES
A/B Testing
Replacing ‘Bestsellers” with “New products” carousel, engagement increased by 22.31 %
A/B Testing
New cookie banner UI design resulted in -3.93% decrease of acceptance rates. Existing design maintained.
A/B Testing
Displaying “Suggested products” from the same brand in PDPs resulted in 31.79% more clicks
Prototyping
Creating high-fidelity user interface designs in Figma. In order to test new ideas I was creating high fidelity complex prototypes with conditional logic using Figma and Axure. We were able to prove many hypothesis about potential features before launching to millions of users and avoiding losing money, plus reassuring KPIs will be met for features that proved successful.
Rebranding
During the latter half of my contract, Avolta embarked on an exciting rebrand, transitioning from the well-established DUFRY identity. This transformation marked a shift from a familiar “red world” to a dynamic “purple universe,” designed to captivate and inspire. The project involved a comprehensive overhaul of digital touchpoints, from in-depth audits to the creation of fresh, engaging designs. Our mission was to ensure that every interaction, across both existing and potential customers, conveyed the right message—seamlessly aligning with the new brand identity and reinforcing Avolta’s vision for the future.
There were plenty of bumps along the way.
Throughout my role, I consistently balanced the demands of agency targets with client goals, while also addressing real user needs and navigating technical constraints. A clear example of this challenge arose during usability testing, when we identified a significant cause of user abandonment: frequent encounters with 404, 502, and 503 errors. These technical roadblocks were causing users to drop off during their journey on the website—a problem previously dismissed by the IT department as isolated incidents and overlooked by product owners.
Armed with thorough reports and concrete evidence, we brought this issue to the forefront across the business, leading to these concerns finally being addressed. Although this initially caused some friction with the IT team, who felt their efforts were under scrutiny, I mitigated the situation by collaborating closely with them. I developed detailed user flows that clearly mapped when, how, and why users encountered these errors, providing the team with actionable insights to resolve the issues. This approach not only helped prioritise the fixes but also fostered a more collaborative environment.
What they’re saying
”I had the pleasure of working closely with Agris on a range of UX projects at Avolta (leader in travel retail).
His expertise in user research and his ability to translate complex findings into actionable insights were invaluable specially in nuanced nature of our business. He played a pivotal role in establishing a robust A/B testing and reporting process, ensuring that our product development teams had the data they needed to make informed decisions.
Beyond his professional skills, Agris was a joy to work with. His positive attitude, humor, and willingness to challenge the status quo made him a valuable asset to our team. I highly recommend Agris as a talented UX and researcher.
Paula Álvarez-CascosGlobal/Regional Ecommerce Leader at Avolta