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.