Selfridges
40 Duke UX
Bringing a new luxury destination to life across digital touchpoints
What’s the problem?
Selfridges was launching 40 Duke in London, an exclusive destination for Keyholders and Personal Shopping customers, combining luxury retail, hospitality and events within one experience.
The challenge was to define how customers would discover, understand and access 40 Duke digitally, while seamlessly connecting the online journey with the in-store experience.
The business needed a clear service proposition, new booking journeys, and a scalable digital experience that could support multiple customer tiers, services and access levels.
My role & process
Facilitated in cross-functional workshops
Including Personal Shopping, Membership, Marketing, Brand Voice and UX to define the service proposition and omnichannel customer journey
Conducted competitor analysis
Researching luxury membership clubs, hospitality experiences and premium retail services to identify best practices and opportunities
Audited existing customer journeys
Identifying how 40 Duke could be integrated across key digital touchpoints, including My Account, Services and Store pages
Toured the physical space
Understanding how to access from store and the end-to-end customer experience to ensure digital and in-store journeys worked cohesively
Defined recommended journeys
Presenting service discovery and navigation approaches to stakeholders and senior leadership
Designed end-to-end experience
Involving user flows, wireframes and high-fidelity work, iterating based on stakeholder feedback and business requirements
Coordinated across multiple teams
Including Membership, Personal Shopping, Operations, Creative, Marketing and Technology to align delivery and manage dependencies
Challenges
Defining language and positioning for a space that’s exclusive, while being accessible to eligible customers
Physical space was still under construction, limiting access to final photography, content and visual assets
Balancing 40 Duke brand requirements with existing website standards & Design System limitations
Technical constraints within My Account requiring bespoke technical and component development
Integrating third-party booking systems while maintaining a seamless customer experience
Managing alignment across a large number of stakeholders with competing priorities and evolving requirements
Deliverables
This project challenged my ability to think holistically about a connected customer experience spanning digital, physical and service touchpoints. The following outcomes were delivered:
A dedicated 40 Duke landing experience showcasing the full proposition through immersive content, service information and how to access
Elevated Personal Shopping and Services journeys to support new 40 Duke experiences and customer acquisition
Introduced personalised 40 Duke experiences within My Account, tailored to customer membership tiers and access levels
Designed exclusive restaurant and hospitality journeys, including The Club, The Terrace and Private Dining experiences
Established discovery pathways across the website including navigation, homepage and store pages