Selfridges & Co.

Selfridges Website & App

Date: Oct 2015 - Nov 2018
Market: Luxury Fashion Ecommerce
Role: UX | UI & Optimisations Manager
Tags: UX, UI, Fashion, Retail, Ecommerce
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. I joined Selfridges initially as a UX | UI Designer & Developer helping the business to improve their online customer experience. With my strong experience in optimisation and A|B testing I was promoted into a Lead UX | UI Designer, taking more of a senior position within the team to develop a roadmap and work on bigger company projects. I then took on the role of UX | UI & Optimisations Manager in which I was accountable for driving the innovation and improvements to the digital platforms, whilst also taking more of a strategical role in creating an omnichannel experience for the Selfridges customer.
At Selfridges a big part of the day to day is working on an array of omnichannel projects and improving the site through A|B testing and optimisation. Over the years we've made some big business changes that have helped to improve the customer experience and drive additional revenue on both app and online.