E-commerce / Daily publishing

In February 2014, M&S launched its revamped e-commerce site with a £150m investment. Our team focused on designing the UI and UX, building a daily publishing tool for fashion photography, and transitioning from the old Amazon platform to an in-house system, reestablishing M&S as a trend-led fashion destination.

My contribution
Product strategy
User research
Product design
Development
Prototypes

The team
1 × Creative Director
3 × Senior Art Director
10 × Designer
1 × Brand team
1 × UX team

We began our collaboration with SapientNitro, adopting an adaptive design and high-end fashion approach based on their initial wireframes. Our focus on UI and UX design led to the creation of an intuitive, user-friendly experience that offered personalized recommendations and simplified navigation. In parallel, we developed a daily publishing tool to showcase the latest fashion trends, styles, and editorial content. Lastly, we implemented a digital-first marketing plan and successfully transitioned from the old Amazon platform to an in-house system.

Editor’s Pick: M&S Editor’s select and publish their favorite products from the site.

In the Moment: Celebrity guest editors write their own features on fashion and lifestyle topics.

‍Get the look: A fashion advice column on how to style M&S products based on modern trends.

The revamped e-commerce site revitalized the M&S brand, offering engaging editorial content and a seamless user experience across devices. The investment strengthened M&S's position in the competitive fashion industry and demonstrated a commitment to customer satisfaction.