Selfridges

Selfridges serves customers through a large-scale ecommerce platform and native iOS and Android apps. The work needed to support a distinctive luxury brand while making complex retail journeys clear, consistent and scalable.

I contributed to rebuilding the design system across responsive web and app. Working in focused sprints, we audited weaknesses in the existing system, benchmarked effective patterns and explored new directions for grids, foundations and reusable components. The result created a more consistent base for product teams to design and deliver at scale.

I explored improvements to one of the platform’s most important journeys: search. The work considered predictive queries, visual results, recent searches and recommendations, bringing these elements together in a clearer and more useful discovery experience.

I helped define how the grid system and product cards should work together across screen sizes. The challenge was to present essential product information without reducing visual impact, while giving teams a flexible, repeatable framework for different merchandising needs.