Selfridges

I led the UX team on the design and build of Selfridge's first ecommerce platform - billed as their 'fifth store', and based in their iconic London flagship. The site was designed to bring their flair for retail theatre out on to the web, and the challenge was how to do that in a way that was intuitive and navigable.

We focused on a full redesign of the shopping catalogue, exploring potential new taxonomies and information architecture, as well as creating more immersive shopping experiences.