Selfridges – reimagining the online shopping experience

Client: Selfridges

Role: UI Designer

Year: 2019

Selfridges is a chain of high-end department stores in the UK with the flagship store in London founded in 1908. Working as a team of nearly 70 people both from Wunderman Thompson and Selfridges we are transforming the online shopping experience. Beginning with improving checkout process, through series of optimisation tests on the existing site to creating a new site and mobile app that reflects the brand and matches the unique in store experience that they offer.


New designs

Category Landing Page design inspiring shoppers through editorial content, tutorials and trending products.

Selfridges Mobile

Optimisation tests – based on assumptions from business data analysis we create designs that are visible to half of the users on the site to compare performance.

Improving checkout experience, was our most urgent objective. The designs improve visual hierarchy and solve functional issues. Proposed designs were tested with users in a lab, providing invaluable feedback for further enhancements.