E-commerce: Debenhams

Supporting Debenhams with their UX research & design

E-commerce Case study 2/3, Reading time:10min
  • Enable Debenhams to be truly responsive
  • Introduce UX & UI best practice to key userflows
  • Used aggreagted data to help inform design
  • In terms of Digital Product Design, I:
  • Developed low fidelity, medium fidelity and high fidelity wireframes based on user research and aggregated data
  • Advised our client on best UX, UI and Interaction Design practice
  • Tested & iterated concepts, fedback and presented findings to relevant parties
  • Was part of a team following a true Scrum framework and took part in standups, sprints planning (JIRA ticketing & points system), ceremonies, sprints review, retrospectives.
  • In terms of User Research, I:
  • Conducted research in user testing labs.
  • Captured research and presented it back to key stakeholders
  • Debenhams was able to confidently launch the newly designed UIs knowing that the designs were suitable for their users. The designs went live within weeks and our client was satisfied.


    Below is a summary of the key elements that have helped with enhancing the product.

    1) Scrum framework: sprint planning

    For this project, we used a Scrum framework. Lead by our Scrum Master and our Product Owner, we attended sprints planning sessions, prioritised user stories and allocated points to each specific task.

    2) Workshops organisation

    We organised a series of workshops with our clients to foster knowledge sharing and add velocity to the project. The outcome and insights were captured and used to prioritise features design during sprint planning sessions. The insights would also be utilised to prepare, plan and inform user testing sessions in our lab.

    3) Features prioritisation

    The above graph shows a representation of a workshop outcome. I sometimes use this kind of artefact when a large group of stakeholders in involved. It usually adds clarity to the project.

    4) Annotated wireframes

    Our wireframes were handed over with detailed annotations to the Visual Design team and to our development team.

    5) Users testing sessions

    We used our in-house facilities in order to run a series of user testing. We enhanced these sessions by making them collaborative, interactive and transparent by connecting the audio and the video facilities of the lab to our theatre room. The benefit was that we could have up to twenty stakeholders witnessing the sessions live and could also participate if they wanted to.

    6) User testing outcome

    Straight after the user testing sessions, as a team, we gathered and clustered all the insights that had been written on post-it notes. The fact that the entire team had witnessed the interviews meant that the insights we had gathered were rich and offered refreshing and highly valuable viewpoints.

    Thank you.

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