selfridges.com
  • React
  • Handlebars
  • SCSS & JSX
  • AEM

In Brief

A prestigious chain of high-end department stores with their flagship sitting proudly in Oxford Street. As the country went into the first Covid-19 lockdown in 2020, Selfridges saw demand for their online services increase dramatically and their website traffic more than quadruple.

My Role

I joined the Selfridges CX team as a lead developer at the start of June 2020, just as the UK started to ease restrictions following the first lockdown. As the development lead, it was my responsibility to help make the most of the tremendous increased demand their website had seen during the prior months. As a team, we maintained and enhanced the existing disparate codebases, drawing these together under a new React platform which drastically improved usability and conversion whilst also delivering new features.

Photograph of the Selfridges Oxford Street store showing the Let's Change the Way we Shop signage. Photograph by Matt Writtle.