Digital UI Manager
& Lead Designer
My role within the company began while working for Wunderman Thompson. I was hired specifically to support the brand on a long term vision: to deliver a world-class digital experience that reflects the unique and extraordinary Selfridges story. I helped Selfridges understand how to deliver exceptional brand perception and the emotional bond that results in loyalty. I was in charge of a team of designers and developers, both in house and external.
Agile Work Method
Creative Concepting
Customer Experience Design
Mobile App
Optimisation Tests
Stakeholder Management
Team Management
User flows
Wireframing
Projects
Beauty Destination
Checkout
Design System
My Account
New Look and Feel
Product Detail Page
Product Listing Page
Re-Platform Project
The Hybrid Project
The Brief
Selfridges came to Wunderman Thompson with the brief to elevate their customer experience across all digital platforms and to build a future facing retail destination.
The Solution
We fully analysed their end to end customer experience and identified online touch points where Selfridges were not meeting basic customer expectations. We identified the key areas that needed to change – from tactical improvements to big signature moments. The solution was to digitally transform their online retail experience and develop a much stronger creative platform.
Re-Design:
Website & Mobile App
The Problem
After Selfridges parted ways with the creative agency Huge, I was tasked with leading on creating a new look and feel for the website and mobile app. The challenge was to distill brands vision and aesthetic digitally.
The Solution
Breaking down the work, I engaged with the business in a series of mini stakeholder interviews and presentations to gain insight. After doing so, I quickly developed and mocked up various touchpoints with suggestions of typography and visual lock-ups, which could be overlaid on top of wireframes and journeys.
Mobile App
I lead a small team to journey map, design solutions and managing an external agency. I was tasked to work on a series of digital optimisation tests, which were developed to continually improve the product and increase core conversion metrics:
- Brands at the top of the app navigation: Test to see if conversion increases by this action, as user research shows that ‘Brands’ are the most searched item in the search bar.
- Size urgency message: To test whether surfacing the size messaging earlier on will improve ATB and conversion.
- ‘Select a size’: To test whether this increases ATB.
- Search bar prominence: To test whether having the search functionality more prominent on the menu increases customer engagement.
- Sticky Filters on PLP: To test whether keeping the filters on the PLP improves engagement.
- Expand Product Details: To test whether expanding the product details improves ATB and conversion.
- YMAL Design Improvements: To test whether improving YMAL location and design will increase CTR and AOV.
Beauty Destination
The Problem
Selfridges was the first department store to have a beauty hall. As a company used to setting new norms, the company wanted to embark on a series of developments that brought its online offering to match the brilliance of its physical store.
The Solution
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Brand Landing pages (B2B)
The Problem
How do you leverage the Selfridges exclusivity with its brands to deliver more engaging content and commerce online which you may see in store with its concessions.
The Solution
Looking at the existing and continuing ways in which a brand can create and commercialise its own offering on selfridges.com. This including the creation of a flexible template which a brand cand pick and choose to build destination for its products and own content.
Re-Platform and a New Checkout
The Problem
Working on a legacy platform how can the company look to the future by replatforming its website to build a best in class website.
The Solution
Beginning at looking into the future of the future of online ecommerce we plotted a timeline and transition rom the out of the box solutions to more experimental work the future of the business might demand. Planning the next phases of UX and UI design but also core functionality to how best plot how the website can get into shape for the future of online shopping and experiences. Example being faster checkouts and payment methods to virtual shopping and online consultations.
