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Matt Lake

Senior web designer, Oasis

What does your job involve?

I’m responsible for the design of the website for womenswear chain Oasis and our digital communications across email and social media. The great thing about being a web designer with Oasis is the fast-paced nature of ecommerce and fashion retail. We are constantly looking to drive sales with interesting and engaging online content. We update our site daily and always have interesting projects running alongside the day-to-day activities such as email designs and content features. Weekly trading meetings will dictate a proportion of online activity but also trends and fashion stories play a vital part in inspiring and forming our content. Another part of my role is ensuring the look and feel of the website is always fresh for our customers.

What skills do you need?

Creativity for one, but more importantly you need to be able to balance the commercial aspect of ecommerce with creative ideas and executions. You need to be able to keep up with ever-evolving web technologies and learn how to apply and integrate them successfully into existing structures.

What do you like and dislike about your job?

The best part of my job is trying to keep the user experience of the Oasis website engaging for the customer. I don’t dislike any part of my job, apart from not having filter coffee on tap in the office kitchen. I’m lucky to work doing something I would happily do in my spare time.

How did you get to where you are today?

I was determined to work in the design industry and was lucky enough to be given an opportunity at Miss Selfridge as a graphic designer. Having not had any real retail graphics experience, I think I got the role as I was maybe a bit too keen and had prepared a portfolio of new work designed to show how I could adapt and design for fashion retail.

What is your proudest career achievement to date?

Designing and building an interactive guide to our Wardrobe Essentials range with animated model shots and colour-changing clothes.

What is your ambition?

To continue to develop and embrace new technologies. I would also like to own my own design agency, but that’s a long way off.

How do you intend to get there?

Through hard work and perseverance.

What three words sum you up?

Creative, patient and resourceful.

What advice would you give to someone wanting to follow in your footsteps?

If you are looking to get into web design but do not have any real work experience, the best thing to do is to learn as much as you can about the different software packages and web technology, but, most importantly, make sure you have an interesting and relevant portfolio of work. You can create your own projects to demonstrate your skills to make up for lack of real project experience. When you get the chance to show your portfolio to employers, make sure you include elements that are tailored to their business, as they will want to see that you can design for their industry.


2010 Senior web designer, Oasis

2007 Graphic designer, Oasis, Coast and Karen Millen

2005 Graphic designer, Warehouse

2003 Graphic designer, Miss Selfridge

2001  Industry placement, Marks & Spencer 

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