Stannah · Global web platform
theFramework
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Role
Design Engineer & Design Manager. Led the design, front-end development and evolution of the global web platform.
Ownership
End-to-end ownership across UX/UI, platform strategy, roadmap, content structure and global market rollout.
Implementation
Built the front-end, CMS architecture and supporting functionality across responsive and locally configurable experiences.
Team
Led designers and developers while working closely with local teams, marketing, sales, SEO and content stakeholders.
Tools & capabilities
Adobe XD · Design system · CRO · Hotjar · Google Analytics · Looker · SEO tools · HTML · CSS · JavaScript · PHP · SQL · GIT · Gulp · WordPress
The premise
One system. Forty markets.
Stannah operated globally, but every market worked within a different mix of products, audiences, commercial priorities and internal capabilities.
A rigid global template could not represent those differences. Independent local websites would create fragmentation, duplicated effort and inconsistent customer experiences.
I led the creation of The Framework, a shared digital foundation designed to give every market the same ability to launch, optimise and grow without forcing them to behave in the same way.
The real project
One brand.
Many realities.
The answer was controlled flexibility: a common foundation strong enough to support meaningful differences.
But the system was not designed to remain static. Once markets started using it, every test, insight and improvement could strengthen the platform for everyone else.
The origin.
A complex organisation.
A complex operation with a strong B2B focus, where the platform supported positive digital growth.
Dominant search presence.
Broadest portfolio.
An already mature digital market that continued to grow following the launch of the new platform.
Large market.
Small digital footprint.
A market with significant untapped potential that expanded its digital reach and achieved triple-digit growth.
The brand became the category.
A highly established brand market that exceeded its growth targets and remained resilient through changing conditions.
State-subsidised.
Locally operated.
A locally operated, government-supported market where the website primarily reinforced trust and brand capability.
Mature market.
Strong local competition.
A highly competitive market where the new platform still supported measurable growth.
Local presence.
Huge digital opportunity.
Both markets achieved double-digit growth while retaining significant potential for greater local relevance.
Different alphabet.
Dealer-led market.
A distinct cultural and dealer-led market that achieved steady growth through a locally adapted experience.
High potential.
Different lead dynamics.
Diverse markets with different customer behaviours, delivering double- and triple-digit growth across the region.
Learn locally. Improve globally.
Once the system started moving, every market moved with it.
From that point on, the platform behaved like a train already in motion. Each market added new tests, evidence and lessons along the way. What worked locally could become part of the shared system, making proven patterns available to every market that followed.
One market learned. The whole platform moved forward.
Adjustable and resistant armrests
Swivel seat
Wide range of models
Model for outdoors
Open and close in one gesture
Intuitive and easy to use joystick
Security belt
Remote control
It works even in the event of a blackout
Obstacle avoidance sensors
Multiple configurations
With keys that block the system
Customizable as needed
Does not prevent normal use of stairs
Growth architecture
Designed for SEO.
Built to learn through CRO.
Search intent shaped architecture
Category, product and support pages were treated as primary entry points, not secondary pages behind the homepage.
Every module had a job
Explain, reassure, compare, remove an objection or move the user towards a consultation.
Experiments became reusable knowledge
Successful local patterns could be promoted into the global system and distributed to other markets.
Home ATF 
Category ATF 
Product ATF
Design System
Built from the smallest decision to the largest page.
The platform was designed as a chain of reusable decisions rather than a collection of templates.
Foundations became elements. Elements became modules. Modules became complete experiences that local teams could configure around real market needs.
Different pages. Different jobs.
The same system changed its behaviour with the user’s intent.
Someone comparing products needed clearer differences, specifications and proof. The experience also needed to make Stannah’s advantages memorable, so users would carry those criteria with them when evaluating a competitor.
A visitor arriving from a campaign might already be ready to request a consultation, while someone discovering stairlifts for the first time through organic search might need guidance and reassurance rather than an immediate quote.
The system adapted the hierarchy, depth of information and calls to action to match what each user already knew and what they needed next.
Designed as a system. Built as a platform.
The Framework did not end in design files. I worked across UX, front-end development, CMS architecture and supporting back-end functionality to turn the system into a platform local teams could actually use.
Components were designed around real content, responsive behaviour and technical constraints. Content teams could configure pages, products and customer journeys without rebuilding the experience from scratch or breaking the global foundation.
A global platform also needed an operating model.
Building the platform was only part of the challenge. Keeping it coherent while serving forty markets required shared standards, clear ownership and continuous collaboration.
I worked with local General Managers, Marketing, Sales, SEO, PPC and Content teams to understand market needs, prioritise opportunities and evolve the system without fragmenting it.
Local markets had room to adapt. The global platform made sure those adaptations could strengthen the whole organisation.
What changed
Every market grew. Some by more than 300%.
Lead generation increased across every market following the launch of The Framework, with average growth reaching double digits.
The impact continued beyond launch. As the platform’s content structures, technical foundations and search visibility matured, organic traffic and lead generation continued to grow.
During the Covid-19 pandemic, the shared foundation allowed different markets to respond with different strategies, compare what worked and quickly transform local learning into improvements for the wider organisation.
In some markets, demand grew beyond what local operations were able to absorb, even with the expected uplift communicated in advance.