Simplifying navigation structure using behavioural data, to improve discoverability of key categories and reduce complexity
Evolving reusable components to improve consistency, accessibility and scalability across Selfridges digital experience
Design System Evolution
Mega Nav A/B Test
Highlighted promotional incentives within the product journey to increase perceived value and support purchase confidence
PDP Gift With Purchase
Improved a high traffic page by introducing clearer content hierarchy and reasons to visit messaging to support in-store experiences