Garth Lidbetter
UX & Systems Designer
Location
Sawtell
NSW, Australia
Connect
© 2002-2025 Garth Lidbetter
Garth Lidbetter
UX & Systems Designer
Location
Sawtell
NSW, Australia
Connect
© 2002-2025 Garth Lidbetter
Gillette
Management & Strategy
2020–21
UX, CRO, Project management
I worked with Procter & Gamble on the Gillette account to continually improve the user experience, see uplift in conversion rates and also bring new categories into the range. This was off the back of a recent website replatform onto BigCommerce.
I worked with Procter & Gamble on the Gillette account to continually improve the user experience, see uplift in conversion rates and also bring new categories into the range. This was off the back of a recent website replatform onto BigCommerce.
I worked with Procter & Gamble on the Gillette account to continually improve the user experience, see uplift in conversion rates and also bring new categories into the range. This was off the back of a recent website replatform onto BigCommerce.
Role & team
Role: User experience strategist & Account manager
Team: UI designer (PT), Data analyst (PT), BE dev (PT), FE dev, DevOps (PT)
Client: Marketing lead, Junior marketer
Role: User experience strategist & Account manager
Team: UI designer (PT), Data analyst (PT), BE dev (PT), FE dev, DevOps (PT)
Client: Marketing lead, Junior marketer
Role: User experience strategist & Account manager
Team: UI designer (PT), Data analyst (PT), BE dev (PT), FE dev, DevOps (PT)
Client: Marketing lead, Junior marketer
Tasks
Account management
Data analysis
User journey mapping
Marketing and user experience strategies & tactics
AB testing
Success metric setting & tracking
Account management
Data analysis
User journey mapping
Marketing and user experience strategies & tactics
AB testing
Success metric setting & tracking
Account management
Data analysis
User journey mapping
Marketing and user experience strategies & tactics
AB testing
Success metric setting & tracking
Deliverables
Information architecture
Regular seasonal creative campaigns
3x new ranges added into the platform
Countless iterations as continual UX improvement
Addition of a blog content, with 50+ articles transferred
Monthly performance presentations
Information architecture
Regular seasonal creative campaigns
3x new ranges added into the platform
Countless iterations as continual UX improvement
Addition of a blog content, with 50+ articles transferred
Monthly performance presentations
Information architecture
Regular seasonal creative campaigns
3x new ranges added into the platform
Countless iterations as continual UX improvement
Addition of a blog content, with 50+ articles transferred
Monthly performance presentations
50+
blog articles transferred
3
new ranges added
12%
improvement on churn rate of subscriptions
25%
online sales growth
Background & Brief
An ongoing retainer, with monthly and quarterly reviews shaping priorities. I collaborated directly with the agency handling Gillette’s digital channels in Australia.
An ongoing retainer, with monthly and quarterly reviews shaping priorities. I collaborated directly with the agency handling Gillette’s digital channels in Australia.
An ongoing retainer, with monthly and quarterly reviews shaping priorities. I collaborated directly with the agency handling Gillette’s digital channels in Australia.
Challenges
Briefing and communication
We did not have direct access to client stakeholders. I had to work through another agency acting as a conduit. This additional step slowed down communication.Lack of access to users
I did not have access to users (in an official capacity). This meant I was restricted to analysing quantitative data from website traffic and interactions. And conducting gorilla research with friends and family.Timeframes and budgets
Requests often came with tight deadlines, while securing budget and stakeholder buy-in for long-term solutions was difficult. This tension between immediate demands and strategic improvements limited our ability to deliver sustainable, well-considered outcomes.
Briefing and communication
We did not have direct access to client stakeholders. I had to work through another agency acting as a conduit. This additional step slowed down communication.Lack of access to users
I did not have access to users (in an official capacity). This meant I was restricted to analysing quantitative data from website traffic and interactions. And conducting gorilla research with friends and family.Timeframes and budgets
Requests often came with tight deadlines, while securing budget and stakeholder buy-in for long-term solutions was difficult. This tension between immediate demands and strategic improvements limited our ability to deliver sustainable, well-considered outcomes.
Briefing and communication
We did not have direct access to client stakeholders. I had to work through another agency acting as a conduit. This additional step slowed down communication.Lack of access to users
I did not have access to users (in an official capacity). This meant I was restricted to analysing quantitative data from website traffic and interactions. And conducting gorilla research with friends and family.Timeframes and budgets
Requests often came with tight deadlines, while securing budget and stakeholder buy-in for long-term solutions was difficult. This tension between immediate demands and strategic improvements limited our ability to deliver sustainable, well-considered outcomes.
Solution
Over the time I worked on this project we expanded the range to include three new collections. Seeing strong purchasing in each during their first months.
Continual, iterative improvements to the website. Based on regular analysis of data.
Seasonal campaigns, delivered in collaboration with offline and paid advertising initiatives to maximise sales across all platforms.
Over the time I worked on this project we expanded the range to include three new collections. Seeing strong purchasing in each during their first months.
Continual, iterative improvements to the website. Based on regular analysis of data.
Seasonal campaigns, delivered in collaboration with offline and paid advertising initiatives to maximise sales across all platforms.
Over the time I worked on this project we expanded the range to include three new collections. Seeing strong purchasing in each during their first months.
Continual, iterative improvements to the website. Based on regular analysis of data.
Seasonal campaigns, delivered in collaboration with offline and paid advertising initiatives to maximise sales across all platforms.
50+
blog articles transferred
3
new ranges added
12%
improvement on churn rate of subscriptions
25%
online sales growth
Conclusions
Gillette benefited from a continuously optimised digital experience that drove measurable results. New collections launched successfully, each showing strong early sales.
Ongoing data-led improvements kept the website aligned with customer behaviour and future plans of the brand. Seasonal campaigns, integrated with paid and offline efforts, strengthened brand visibility and sales performance—helping Gillette maintain momentum in a competitive category.
Gillette benefited from a continuously optimised digital experience that drove measurable results. New collections launched successfully, each showing strong early sales.
Ongoing data-led improvements kept the website aligned with customer behaviour and future plans of the brand. Seasonal campaigns, integrated with paid and offline efforts, strengthened brand visibility and sales performance—helping Gillette maintain momentum in a competitive category.
Gillette benefited from a continuously optimised digital experience that drove measurable results. New collections launched successfully, each showing strong early sales.
Ongoing data-led improvements kept the website aligned with customer behaviour and future plans of the brand. Seasonal campaigns, integrated with paid and offline efforts, strengthened brand visibility and sales performance—helping Gillette maintain momentum in a competitive category.
Feedback
Ash Durham
Lead Developer, Matter Design & Digital
"Garth is an incredibly organised and efficient member of the team. The processes that he has instilled into the business to help improve both onboarding a new client to the agency and organising project documentation will continue to lift the agency and live forevermore.
Garth’s presence in a client meeting really sets the tone from the outset, guiding and initiating conversations to tease out valuable information to build a very thought through scope for a project is second to none.
Having Garth on any team instantly provides a solid and reliable leader, who is ready with a wealth of knowledge to improve and build on any project given to him."
"Garth is an incredibly organised and efficient member of the team. The processes that he has instilled into the business to help improve both onboarding a new client to the agency and organising project documentation will continue to lift the agency and live forevermore.
Garth’s presence in a client meeting really sets the tone from the outset, guiding and initiating conversations to tease out valuable information to build a very thought through scope for a project is second to none.
Having Garth on any team instantly provides a solid and reliable leader, who is ready with a wealth of knowledge to improve and build on any project given to him."
"Garth is an incredibly organised and efficient member of the team. The processes that he has instilled into the business to help improve both onboarding a new client to the agency and organising project documentation will continue to lift the agency and live forevermore.
Garth’s presence in a client meeting really sets the tone from the outset, guiding and initiating conversations to tease out valuable information to build a very thought through scope for a project is second to none.
Having Garth on any team instantly provides a solid and reliable leader, who is ready with a wealth of knowledge to improve and build on any project given to him."
Nick Malcolm
Digital consultant
"In the couple of years I've had the pleasure to work with Garth he has been nothing short of outstanding.
His attention to detail, passion to implement positive change as well as show genuine care for the individuals who join his team is second to none.
As a leader, Garth has hired teams that have purpose and drive. He understands that businesses are people, and serves his colleagues to ensure he brings the best people together and enables them to thrive!"
"In the couple of years I've had the pleasure to work with Garth he has been nothing short of outstanding.
His attention to detail, passion to implement positive change as well as show genuine care for the individuals who join his team is second to none.
As a leader, Garth has hired teams that have purpose and drive. He understands that businesses are people, and serves his colleagues to ensure he brings the best people together and enables them to thrive!"
"In the couple of years I've had the pleasure to work with Garth he has been nothing short of outstanding.
His attention to detail, passion to implement positive change as well as show genuine care for the individuals who join his team is second to none.
As a leader, Garth has hired teams that have purpose and drive. He understands that businesses are people, and serves his colleagues to ensure he brings the best people together and enables them to thrive!"