Puffin Books

Working co-currently with the Ladybird Project, Puffin books needed a new responsive design to align with the refresh of their parent brand Penguin.

Project details

Project details


UI designer



The design had to appeal predominantly to 8 to 14 year-old children and as such had to be both engaging and easy to use.

Being 1 of 2 UI designers within the team, I helped visualize the conception of the key screens and elements for desktop and mobile platforms and design decks. I also co-presented the playback of each sprint, documented them, delivered the design guidelines to the developers, and created the final assets in a variety of formats.

Collaborative sketching between the internal team and the client, helped define key elements and page layouts. Extensive user-testing and feedback from the product owner gave additional insight into design decisions.

The visual design had to be consistent with mechanisms already defined for the main Penguin website, but had to retain its own identity.

At a glance

  • Visualise conception of key screens and elements for desktop and mobile platforms
  • Revise designs based on the results of usertesting and product owner feedback
  • Document and deliver design guidelines for developers
  • Advise and prepare source file templates for in-house designers to use
Home page Home page Books landing page Books landing page IP landing page IP landing page Book IP page Book IP page Design guidelines Design guidelines