Selfridges & Co.

CMS Migration Re-design

Date: June 2017 – August 2018
Market: Luxury Fashion Ecommerce
Project: CMS Migration | Design System Creation
Role: UX | UI Manager
Tags: UX, UI, Content Strategy, Design, Project Management
Having won "The Best Department Store in the World" title four times in the last five ceremonies (2010, 2012, 2014, 2018), Selfridges is renowned as being the premier destination for a truly extraordinary customer experience.

The brand was undergoing some exciting digital transformations and this project was to migrate the previous CMS platform to Adobe Experience Manager which would enable quicker turn around with content creation and an improved development process. My role was to lead the UX team in research both for the new and old CMS to understand the limits and capabilities of the platform including what needed to be migrated, implement a new design system to handle the individual components that would be used within the CMS and re-design the new core pages based on research, qualitative and quantitative data and new innovations to the platform.

We took an atomic design approach to the project, breaking down all the components we currently have and re-designing them based on the requirements and templates. This really enabled us to clean up the number of components we had whilst also giving these components a true purpose. The UI now is more coherent and structured, but also allows teams to be creative whilst maintaining the brand integrity and guidelines. This also enabled us to look at the company process of creating new templates and pages, helping to integrate the teams and deliver an optimised workflow.