Introducing innovation to a heritage brand, to appeal both to core and millennials users.
M&S.COMEstablished in 1884 Marks & Spencer is a staple of the British high street and internationally, a renowned retailer known for it’s clothing and food range. I worked leading the transformation of their PDP page, the aim was to create
an inspirational, engaging and fashion-focused PDP page which appealed to both it’s core customers and a new target audience - millennials. Converts into direct sales and cross-selling, this transition was crucial for the brand to maintain its competitive edge in the retail landscape, which is increasingly influenced by digital innovation and changing consumer behaviours. We opted for two routes, an option which pushed the boundaries of the status quo and the second that introduced new features using its current linear format.
THE TEAM
Design Team at M&S.COM
Lead Product Designer (Me)
Product Manager
Team of Developers
Creative Director
Motion Animator
UX Researchers
The above concept was inspired by tech product experiences, with each product at the centre of crafting a storytelling experience. The experience immerses the user in discovering more by scrolling through the imagery. As a user scrolls, CSS animations highlight key details of the product. Immersive imagery creates a more engaging experience and details key product features.
The second option below used the linear format currently used on the M&S.com site - accentuating the product imagery. With both options the focus was to create solutions which answered the key points of reducing returns, introducing innovation and increasing conversion.
A large part of redesigning the PDP was to combat returns. To
do this, the main product area needed to provide enough information for the user to make their purchase. This was achieved with photography shown on a diverse range of models, highlighting key materials and care information similarly, offering a step-by-step guide to help users determine the right size. Cross-selling modules were also implemented into the PDP, with outfit builders and similar items.
In addition, the reviews served to reassure the customer that the size they were buying was correct for their body shape. Through Bazar Voice (a review platform) we tested and evaluated key points used with competitor review sites and what was deemed important when conveying this to other customers.
