Selfridges Cinema
Bringing cohesion to the Selfridges Cinema Digital Experience
The problem
Selfridges Cinema is hosted by Olympia Studios, a third-party provider that manages several arts and entertainment venues. To browse showtimes or book tickets, customers are redirected from Selfridges to Olympia’s external website.
A recent update to the Olympia site introduced a new look and feel that lacked the distinctive Selfridges branding and tone of voice.
The experience no longer felt cohesive—as though users had completely left the Selfridges ecosystem and landed on an unrelated cinema site.
Due to platform limitations, we had minimal flexibility to implement UI changes directly on Olympia’s site, making the experience disjointed and confusing.
Process
My role in the project and steps I took.
Conducted a UX and UI audit of Olympia’s updated site, identifying gaps in user flow and visual alignment
Created a user account and tested the full login/logout experience, documenting pain points and edge cases
Completed a full ticket booking journey to understand the end-to-end process from a user’s perspective
Submitted a private hire form to understand process and uncover any friction
Evaluated opportunities to inject Selfridges branding and customer focus within platform constraints
Created new wireframes considering Olympia’s components, while introducing Selfridges design elements
Proposed refreshed UI that closely follows the Selfridges Design System to maintain brand consistency
Final outcomes
New Selfridges.com Landing Page
Designed a dedicated Cinema landing page on selfridges.com to keep users within the brand ecosystem during discovery
Simplified Header & Navigation
Streamlined to focus on Selfridges-specific cinema content, removing irrelevant Olympia links
Refreshed Footer
Updated copy and structure to clearly differentiate between Selfridges and Olympia information
UI Styling Enhancements
Applied Selfridges’ iconic yellow, typography, and tone to increase brand recognition across pages
Loyalty Implementation
Highlighted Selfridges’ membership benefits where relevant to increase customer value and retention
Challenges
This project challenged me to balance user needs, brand consistency, and third-party limitations.
Platform Constraints
Limited flexibility due to Olympia’s third-party system meant not all proposed changes could be implemented
Prioritisation
We had to clearly define and agree on must-haves versus nice-to-haves to make the most of restricted development resources