Industry

Technology & Communication

Client

Selfridges

My role

Lead UX Designer

Project length

1 month

Selfridges Unlocked landing page redesign

Overview (what were we aiming to achieve?):

Overview (what were we aiming to achieve?):

Overview (what were we aiming to achieve?):

Redesign the landing page of our core membership programme. The business felt the current version of the page didn’t take the user on a journey of why they should become an Unlocked member, and the benefits of doing so. By taking the lead on the project I was able to design a far more tailored experience of why customers should sign up for it based on the benefits they would receive at each level. That was the initial MVP. By going one step further, I also redesigned a table component I felt we should implement in the future that would bring more interaction to the page so some of the content didn’t feel so static.

Redesign the landing page of our core membership programme. The business felt the current version of the page didn’t take the user on a journey of why they should become an Unlocked member, and the benefits of doing so. By taking the lead on the project I was able to design a far more tailored experience of why customers should sign up for it based on the benefits they would receive at each level. That was the initial MVP. By going one step further, I also redesigned a table component I felt we should implement in the future that would bring more interaction to the page so some of the content didn’t feel so static.

Redesign the landing page of our core membership programme. The business felt the current version of the page didn’t take the user on a journey of why they should become an Unlocked member, and the benefits of doing so. By taking the lead on the project I was able to design a far more tailored experience of why customers should sign up for it based on the benefits they would receive at each level. That was the initial MVP. By going one step further, I also redesigned a table component I felt we should implement in the future that would bring more interaction to the page so some of the content didn’t feel so static.

Business problems:

  • The business felt the current version didn’t take the user on a journey of why they should become an Unlocked member, and the benefits of doing so.

  • As a result of this, the business expressed concerns we weren't converting enough customers from this page to becoming Unlocked members, and needed to look into some of the issues with the current landing page.

User/ design problem:

  • The current page was very static and dated, especially in comparison to our competitors. 

  • Similarly to the business problems, there wasn't enough of a pull. We weren’t giving users enough of a reason to want to sign up. 

  • The core section of these types of pages, the table depicting the benefits that came with each level, was very confusing and didn’t make it clear how your benefits increased with each level.

Opportunity & goals:

How could we improve the look and feel of the page to provide the user with a more tailored experience of Unlocked & present them with the relevant information to make them want to sign up? 

Goals:

  • Provide a more tailored experience for future Unlocked members by updating the page and detailing the benefits of becoming a member. 

  • By updating the page with more relevant information on exactly what the users would receive by signing up, we believed we would convert more members and solve one of the key business problems associated with the page. 

  • This was an opportunity to make our core membership page stand out amongst a very saturated market. 

  • Introduce new components and features to the page, such as an updated, interactive table so the contents throughout was a little less static.