Industry
Retail
Client
Selfridges
My role
Lead UX Designer
Project length
1 month
Selfridges Unlocked landing page redesign
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.
Summary of process:
Discovery research:
As with all major pieces of Discovery work, I started with a wide and thorough competitor analysis to see what other companies were doing (pictured above). The reason behind this is because I deemed it as being crucial to get a really good understanding of how other companies' membership pages made me ‘feel’. Although that can be very subjective, in order to know how well other people would respond to our page, I had to know how I felt about other experiences. The outcomes of that were really interesting. When I felt the experience had been tailored to the level of membership I was at and where I was trying to get to, I naturally felt I was buying in more to the product. When I felt like this was any ’normal’ membership page where the contents was designed to simply inform the masses, I felt myself pulling away, and looking elsewhere.
Given a large part of this brief was based around the content we’d be looking to include on this page, doing a thorough analysis of what other companies were doing here was really crucial, and something I dedicated a lot of time towards.
Performance analysis of the current page:
In addition to the discovery work, one of the other key requirements of this brief was gaining a better understanding of what the key issues were with the current page (also pictured above). In order to understand how to improve it, I also had to understand what parts of it weren't being interacted with and why. This was just as important as outlining how we wanted the users to ‘feel’ when reading the content.
These first two processes ultimately concluded in me drafting a template for what sections I wanted to feature on the new page, in what order, and what kind of language & tone I wanted them to have. From here I could brief the Content team to prepare the written content, the Creative team for the creative assets, and begin drawing the Mid-Fidelity sketches.
Mid-Fidelity sketches:
Having now decided how I wanted the updated page to look and flow, and had this signed off, it was time to begin sketching how the page would look and feel (pictured below). One of the key parts to this was referencing the research that had been conducted earlier in the process, as well as the template plan, and seeing if the UX and Membership squads felt this would work.
It was really important here to find a good balance between offering the user that tailored experience with relevant, digestible information, but also not overwhelming them and putting too much in front of them. Overall, we were happy with the sketches and proceeded to design the high-fidelity screens.
High-Fidelity design:
Final high-fidelity designs can be seen below.
Creating a new, interactive table:
Alongside the design of the new page, we also wanted to design and test a new interactive table that would break down what benefits the user was entitled to for each tier. Overall, this new table received plenty of positive feedback. The only downside is that due to development constraints, we were unable to build it at the point of documentation, and instead intended to do this at a later date. In addition to this, I would also conduct analysis of the updated page to see if any of the performance metrics had improved. If they had - how could we make that even better? If they hadn’t, revisit the page and see where we could make improvements.
