Selfridges Ecommerce
Elevated shopping experience to address user pain points & migrate to a headless architecture.
Selfridges Ecommerce
Elevated shopping experience to address user pain points & migrate to a headless architecture.
Selfridges Ecommerce
Elevated shopping experience to address user pain points & migrate to a headless architecture.
Brand
Brand
Selfridges
Selfridges
Role
Role
Lead Product Designer
Lead Product Designer
Year
Year
2022 - 2024
2022 - 2024
Platforms
Platforms
Web, iOS, Android
Web, iOS, Android
Web, iOS, Android
Deliverables
Deliverables
Website & app re-design, headless ecommerce, page templates, reusable components
Website & app re-design, headless ecommerce, page templates, reusable components
Website & app re-design, headless ecommerce, page templates, reusable components
Skills
Skills
UX/UI Design, research & testing, UX copywriting, rapid prototyping
UX/UI Design, research & testing, UX copywriting, rapid prototyping
UX/UI Design, research & testing, UX copywriting, rapid prototyping
We simplified basic user tasks whilst solving complex business problems, consolidating our tech & improving the front end design across web & app.
Multiple templates were created to accommodate the sheer number of product combinations & scenarios.
We simplified basic user tasks whilst solving complex business problems, consolidating our tech & improving the front end design across web & app.
Multiple templates were created to accommodate the sheer number of product combinations & scenarios.
We simplified basic user tasks whilst solving complex business problems, consolidating our tech & improving the front end design across web & app.
Multiple templates were created to accommodate the sheer number of product combinations & scenarios.
Product pages
Product pages
Product pages
80K+
80K+
80K+
Brands
Brands
Brands
2K+
2K+
2K+
Categories
Categories
Categories
200+
200+
200+
Annual uplift
Annual uplift
Annual uplift
£2.2M
£2.2M
£2.2M
The final designs provided a much sleeker & elegant experience, with dozens of UX best practice improvements including:
The final designs provided a much sleeker & elegant experience, with dozens of UX best practice improvements including:
The final designs provided a much sleeker & elegant experience, with dozens of UX best practice improvements including:
amended visual hierarchy
enhanced scannability
consistent interaction patterns
95% accessibility score
clearer UX copy
amended visual hierarchy
enhanced scannability
consistent interaction patterns
95% accessibility score
clearer UX copy
amended visual hierarchy
enhanced scannability
consistent interaction patterns
95% accessibility score
clearer UX copy
Post go-live we conducted validation testing by interviewing a number of users.
The new designs scored 93% in system usability scale testing across mobile & desktop.
Post go-live we conducted validation testing by interviewing a number of users.
The new designs scored 93% in system usability scale testing across mobile & desktop.
Post go-live we conducted validation testing by interviewing a number of users.
The new designs scored 93% in system usability scale testing across mobile & desktop.
Final deliverables
Final deliverables
Final deliverables
Homepage with significantly quicker route to product, resulting in increased revenue
Re-designed product detail pages, with improved functionality & commercial impact
Simplified product listing pages, with enhanced mobile filtering
Homepage with significantly quicker route to product, resulting in increased revenue
Re-designed product detail pages, with improved functionality & commercial impact
Simplified product listing pages, with enhanced mobile filtering
Homepage with significantly quicker route to product, resulting in increased revenue
Re-designed product detail pages, with improved functionality & commercial impact
Simplified product listing pages, with enhanced mobile filtering
Challenges
Challenges
Challenges
80K+ products makes for a lot of variation
Inconsistent product data that couldn’t be changed
Solving multiple conflicting business problems at once
80K+ products makes for a lot of variation
Inconsistent product data that couldn’t be changed
Solving multiple conflicting business problems at once
80K+ products makes for a lot of variation
Inconsistent product data that couldn’t be changed
Solving multiple conflicting business problems at once
Want to work together?
Shoot me an email & we can discuss working together
Want to work together?
Shoot me an email & we can discuss working together