The iconic luxury retailer is looking to invest £40m over the next five years into digital across the business. Key to which is the redevelopment of their website. Having experienced rapid volumes of tablet and mobile traffic (more than 50%), it was important to cater for these users with the new design.
I was hired to work directly with the head of UX to create a ground up redesign of their digital presence. This included a full style guide, pattern library and all the pages for the core user journey from start to finish. A particular challenge was ensuring pages could work across a wide and varied range of products on offer while retaining the luxury experience customers receive in store.
Working with an external agency for build, all design was carried out in house. Improved UX, a cleaner / simpler on-brand design, and a ‘touch-first’ approach saw an almost immediate uplift in conversion across mobile and desktop