Selfridges & Co. App Redesign
objective/problem to be solved
Selfridges creates positive experiences in their department stores, but their app suffers from usability issues which can dampen user experience.
user context & needs
our approach
People who are fashion forward, spend time reading about fashion trends and like to shop.
We identified areas that needed improvement and developed a design system to deliver consistency across the app and improve shopper experience.
who
Selfridges & Co., a chain of high-end department stores in the United Kingdom.
objective/problem to be solved
Selfridges creates positive experiences in their department stores, but their app suffers from usability issues which can dampen user experience.
user context & needs
People who are fashion forward, spend time reading about fashion trends and like to shop.
who
Selfridges & Co., a chain of high-end department stores in the UK.
our approach
We identified areas that needed improvement and developed a design system to deliver consistency across the app and improve shopper experience.
identifying areas for improvement
We used Jon Yablonski’s Laws of UX to conduct a heuristic analysis. Selfridges could improve their user experience by increasing their adherence to the following UX laws.
before
homescreen
liking feature
Hick's Law
The time it takes to make a decision increases with the number and complexity of choices. Upon reaching the home page, people are shown too many options at once which might be confusing for some shoppers.
Jacob's Law
People spend most of their time on other sites and as such expect other sites to work in a similar fashion. This feature isn't efficient when all someone wants to do is shop.
Before-homescreen
Hick's Law
The time it takes to make a decision increases with the number and complexity of choices. Upon reaching the home page, people are shown too many options at once which might be confusing for some shoppers.
before-liking feature
Jacob's Law
People spend most of their time on other sites and as such expect other sites to work in a similar fashion. This feature isn't efficient when all someone wants to do is shop.
redesign solutions
featured content on homescreen
dedicated navigation
Tabs differentiate content to make shopping more efficient.
pin a wish
Content is labeled to indicate to shoppers what type of content is being displayed.
payment progress screen
progress report
People can make installment payments and view progress made on payments. This could potentially lead to an increase in sales from people who want to buy more items responsibly.
mobile affordances
long press affordance
By long pressing people can share, like, and/or bookmark content and the interface will remain clean and maximize visuals.
taskflows
task flow 1
To refine and sort content.
task flow 2
Make a payment on installment plan.
04/04
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