Established in 1707, Fortnum & Mason is an upmarket London department store, supplier to the British royal family. They required an update to their ecommerce site.
I was hired by London agency Redbox to lead the site-wide redesign, focusing on a flawless execution and bringing the sophistication of the brand into their online shopping experience.
Over 7 weeks, I oversaw the design direction of the landing, listings and product pages, as well as redesigned the cart and checkout to allow complex scenarios involving split shipments to multiple addresses.
The result was a vastly improved shopping experience, and a new checkout that saw conversions increase by 12%, and a 17% increase in complex split shipment checkouts.
I created wireframes for most of the pages, which served as vital points of discussion with the client. These were then used to create finished designs and/or handed over to other designers.
We looked at a mix of luxury and fashion sites as well as existing Fortnum’s product photography.
In addition to overseeing the designs, one of my main roles on this project was to tackle the checkout experience. Fortnum’s were very keen to develop a seamless flow using best UX practice, but what made this particularly challenging was a range of complicated scenarios.
For example, some items such as perishable goods would have to be shipped at different times and from different locations to the rest of an order. Or a corporate customer may wish to ship a large order to many different clients. Or even more infuriatingly, multiple address shipments themselves may have to be split and shipped separately.
All of this had to be considered and incorporated into an effortless checkout experience.
