Design system · Web and app

Selfridges

Scaling a distinctive luxury experience across ecommerce and native apps through clearer foundations, reusable patterns and better discovery journeys.

Design SystemsWebApp
Selfridges project overview
The redesigned foundations support a distinctive luxury experience across platforms.

Project at a glance

My roleProduct and UI Designer
TeamProduct, UX, UI and creative direction
PlatformsResponsive web, iOS and Android
ScopeDesign system, search and commerce UI
Challenge

Create consistency across a large retail ecosystem without flattening the expressive visual character of the Selfridges brand.

Contribution

I helped audit and rebuild the system, define responsive foundations and apply the new patterns to search, grids and product cards.

Outcome

A more coherent and scalable foundation for product teams, with flexible patterns that supported both commerce and editorial needs.

01

The system challenge

Selfridges serves customers through a large ecommerce platform and native iOS and Android apps. The system needed to make complex retail journeys clear and repeatable while preserving the brand’s visual confidence and flexibility for merchandising.

Selfridges: The system challenge
System audits identified where inconsistency was slowing product work.
02

Auditing before rebuilding

Working in focused sprints, we reviewed weaknesses in the existing system, benchmarked effective patterns and identified where foundations, grids and components were creating inconsistency. This gave the team a shared basis for prioritising the rebuild.

Selfridges: Auditing before rebuilding
Responsive grids create structure without limiting editorial expression.
03

Defining foundations that could flex

I contributed to responsive grids, reusable interface patterns and component behaviour across web and app. The aim was not to make every page identical, but to create dependable rules that could support different content densities, campaigns and customer tasks.

Selfridges: Defining foundations that could flex
Search patterns support both direct queries and visual discovery.
04

Applying the system to search

Search was one of the most important discovery journeys. I explored predictive queries, visual results, recent searches and recommendations, bringing them into a clearer structure that supported both known-item search and open-ended browsing.

Selfridges: Applying the system to search
Product cards balance essential information with strong imagery.
05

Balancing product information and visual impact

I helped define how product cards and grids should work together across screen sizes. The patterns needed to expose essential information without overwhelming imagery, while remaining flexible enough for changing merchandising requirements.

Selfridges: Balancing product information and visual impact
Reusable rules make the experience easier to extend across teams.
06

A stronger base for product delivery

The work created a more consistent foundation across responsive web and native apps. Shared patterns reduced repeated design decisions and gave teams a clearer framework for extending the experience without losing the brand’s character.

Selfridges: A stronger base for product delivery
Selected details
Mobile search states and recent searches · 01 / 04
Selfridges: Mobile search states and recent searches, expanded
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