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30 under 30: Mike Gomnam

Mobile UX designer, Shop Direct, aged 27

Mike Gomnam

Mike Gomnam

Within weeks of joining etail giant Shop Direct, Mike Gomnam was presenting his mobile design solutions to more than 1,000 colleagues at a company event, including chief executive Alex Baldock. He joined the business in 2012 from JD Sports Fashion, where head of user experience Sam Barton says he has been instrumental in transforming Shop Direct’s usability on mobile “through a high level of expertise and confidence to innovate through experimental design”.

More than half of Shop Direct’s customers now shop across multiple devices, so skills such as Gomnam’s are essential. “Mike has created the user interfaces for some of our biggest mobile successes over the past 12 months, including our new mobile product page, which drove an increase in conversion of 8% on Very.co.uk alone. He has also been influential in defining how we design across smartphone and tablet,” says Barton.

He also recently designed Shop Direct’s new usability lab, which opens in 2014 and will allow the retailer to observe how customers interact with the existing brand sites and test new innovative digital concepts for mobile, tablet and desktop.

Barton is convinced Gomnam is destined for great things: “He shows great confidence and maturity. I believe he will quickly progress as the importance of mobile as a channel continues to grow.”

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