Retail
Case Study: UX Audit & Optimisation for M&S Applications
M&S
Client Overview
Marks & Spencer Group plc (M&S) is a British multinational retailer known for its high-quality food, clothing, and home products. As of the financial year ending in March 2024, M&S has demonstrated significant growth and strategic progress.
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Customer Base
Serves over 32 million customers annually across the UK and internationally.
Global Reach
Operates in multiple countries, providing products through both physical stores and online platforms, with over 1,000 stores in the UK and a growing international presence.
Employees
Employs over 70,000 people across its operations globally.
Revenue
Reported group revenues of £13.0 billion for the financial year ending in March 2024.
Profit Before Tax
Achieved a profit before tax of £3.8 billion in the same period.
Products & Solutions
Offers a wide range of products, including clothing, home goods, and food items, focusing on quality and innovation to meet customer demands.
Market Presence
Holds a significant share of the UK retail market, with a strong presence in both high street and out-of-town locations.
Technology
Invests in digital platforms and technologies to enhance customer experience, including online shopping, mobile applications, and data analytics to optimise operations.
Industry Recognition
Recognised for its commitment to quality and sustainability, M&S has received numerous awards and accolades in the retail sector.
The Challenge
The existing and new projects at M&S required significant improvements in the user experience, look and feel, and overall design of their mobile and web applications. This was essential for generating more returns and staying competitive in the highly competitive e-commerce space.
Previous Approach
Before the redesign, the development team struggled to solve the usability and design challenges on their own. They recognised the need for UX specialists to audit the user experience across two key areas: M&S International and M&S National websites. The issues were particularly significant given the strong competition M&S faced from e-commerce.
Impact of the Challenge
The Solution
I was brought in to conduct an audit of the M&S International and M&S National websites, reviewing customer feedback and identifying areas for improvement. Working closely with the business team, I helped deliver a solution that included:
- Conducting a comprehensive UX audit of the existing platforms to identify pain points and areas for improvement.
- Redesigning the user interface to improve usability, streamline navigation, and create a more engaging experience.
- Creating high-fidelity GUI designs based on functional business requirements.
- Implementing UX and UI solutions that would improve conversion rates and sales.
Key Deliverables
UX & UI Deliverables
- Desktop, Tablet & Mobile UX
- Business Requirements & Logic
- Information Architecture
- End-to-End Wireframe Design
- GUI & Design System
- High-Fidelity GUI Designs
- End-to-End UX Solution Journeys
- End-to-End Prototypes & UI Designs
Development Contributions
- UX Experience Design & UCD
- Research
- Product Design Leadership
- Team Collaboration & Leadership
- UI Interface Design & Architecture
- Usability & Accessibility Enhancements
- Interaction Design Implementation
The Results & Impact
- The optimised M&S International and M&S National websites showed noticeable improvements in conversion rates and sales after the updates were implemented, sprint by sprint.
- Customer feedback was overwhelmingly positive, as the websites became more intuitive, with improved navigation and a more engaging user interface.
- The project was delivered on time, ensuring that M&S was able to improve its digital platforms in line with business objectives and customer needs.