Selfridges: Connecting in-store and digital luxury shopping
Selfridges is a leading luxury retailer with a large international customer base, combining ecommerce with a high-touch in-store experience across its flagship locations.
Role
UX Designer
Category
E-commerce
Platform
App (iOS & Android)
Timeline
3 months
The goal
Explore how the app could better connect digital and physical retail by helping shoppers navigate stores, find products more easily, and create a smoother path between browsing online and buying in person. Alongside that, improve ecommerce performance through testing and deeper insight into international customer behaviour.
The problem
The app included store information, but it didn’t help customers actually navigate the space or locate products in-store. There was also a need to better understand how different user groups, particularly international shoppers, moved through ecommerce journeys and where experience improvements could drive stronger conversion.
My role
As the UX designer, I led research into omnichannel shopping behaviours through in-store investigation, competitor analysis, user flows, empathy mapping, personas, and usability testing. I designed a high-fidelity concept for in-app store navigation, tailored for both iOS and Android patterns, and also led the UX and UI for a range of A/B and multivariate tests across key e-commerce journeys.
Outcome and achievements
Although the in-store navigation concept didn’t move forward, the optimisation work delivered strong commercial results. Key tests included an 11% conversion uplift from showing stock availability on PDPs (£13M annual gross sales impact), +£1M gross revenue from PDP layout changes, and 225K new opt-in customers annually through improved checkout registration (+£1.3M yearly revenue). Delivery-focused improvements also performed strongly, including a 0.15% conversion uplift from a countdown to cut-off (£547K annually) and a 7% uplift for international customers through more relevant delivery information (£1.2M annually).
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