Crafting innovative solutions for an e-commerce giant
Between March 2019 and July 2020, I worked with Selfridges, one of the most iconic retailers in the world. As part of their UX team, I contributed to high-impact projects that spanned mobile app redesigns, e-commerce optimizations, and even employer branding through a careers site revamp.
My work helped streamline customer experiences, improve engagement, and strengthen the company’s reputation as an innovator.
Client
Selfridges & Co.
Role
Senior Product Designer
Year
2019-2020
Mobile Redesign: Adapting Web Store Patterns to Native
Problem
The retailer’s mobile app relied on web-first design patterns that weren’t optimized for native mobile usage, leading to usability gaps.
My contribution
Translated web design elements into mobile-native grids, components, and flows.
Addressed edge cases like personalization, gift messaging, and out-of-stock notices.
Created a design guide in Sketch to standardize the system.
Impact
Delivered a cohesive, mobile-native experience that maintained brand consistency and improved key flows such as product detail navigation.
Stock Notifications
Problem
Customers abandoned sessions when products or variants were out of stock, missing opportunities to drive conversions.
My contribution
Designed a stock notification feature allowing users to subscribe for updates on specific products and variants.
Impact
Increased engagement and conversions by creating urgency and reactivating interest through timely stock updates.
Ballot to Buy (The Yellow Draw)
Problem
High-demand product launches created poor user experiences and site strain.
My contribution
Designed a ballot system where users could enter draws for limited-edition items, covering every edge case from discovery to results.
Impact
Reinforced Selfridges’s reputation for innovation while managing demand fairly and boosting engagement around exclusives.
Careers site revamp
Problem
Selfridges careers site lacked inspiration and failed to reflect their brand culture, limiting its appeal to candidates.
My contribution
Redesigned the site with an improved content structure, better navigation, and lifestyle-driven storytelling.
Impact
Positioned Selfridges as a competitive employer, earning a Careers Site Award nomination.
Outcome
Across multiple projects, I contributed to Selfridges’s mission of delivering outstanding digital experiences, balancing technical constraints, user needs, and brand identity. From redesigning mobile journeys to creating new engagement models, my work drove measurable improvements in usability, engagement, and brand perception.
Happy to present the full process and trade-offs in a private deck at interview stage.
Vas Frolik
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