FARFETCH

UX Designer for Farfetch.com


Farfetch is an online fashion retail platform that sells products from over 700 boutiques and brands from around the world. The company was founded in 2007 by the Portuguese entrepreneur José Neves with its headquarters in London.

Project

Design and evolution of the Farfetch responsive website.

My Role

In April 2014, I was hired as a UX Designer, part of a team responsible for designing the responsive website. In this role I reported to the Head of UX at Farfetch and I had responsibility for the following deliverables;

Responsive Website

Designing the UX on Farfetch.com, creating and evolving experiences on the Hompage, Search, Product listing ("PLP") & Description ("PDP") & Checkout.

Visual Merchandising Tool

Implementation of a Visual Merchandising tool; a responsive web app that allowed the team to merchandise each page on the website more efficiently.

Consumer Research

Partnering with researchers to organise and facilitate consumer insight sessions in London and Moscow.

UX Hackathon

Organising and delivering an internal UX Hackathon event, for 75 colleagues in Porto.

User Personas

Working collaboratively with the Customer Retention and Business Intelligence team, I undertook an in-depth and data driven research project to determine key customer segments. User personas were generated from the findings and influenced the landing and editorial content strategy part of the website.

Wireframes & Prototypes

Responsible for features on the Homepage, Search, Product listing (“PLP”) & Description (“PDP”) & Checkout & payments.

Product Search

Design Challenge

Improve the quality and accuracy of product search.

Deliverables

UX recommendations, specifications and prototypes for:

  • Auto suggestion
  • Creating a synonym tool
  • Search by gender
  • Automatic suggestions by category or brand
  • Results order based on a Index score function

Checkout & Payments

Design Challenge

Introduce local payment options for international users.

Deliverables

UX specification and prototype.

Lifestyle Editorial

Entry point for Farfetch.com editorial including “Featured Edits” and “Featured Products”. To maintain a consistent design format across all pages and breakpoints, the site is designed in a modular framework.

User Research – International Consumer Discovery

Twelve months after the site launched in July 2014, the daily site traffic had risen to over 500,000 international visitors per day.

As the site continued to evolve, I partnered our resarchers to define our future portal deliverables within the company.

In April 2015, I facilitated a series of moderated user testing sessions in the UK, Portugal and Russia. Working with native speakers we ran the sessions to identify the cultural differences in shopping behaviours in these local markets. Below is an example of the transcript in Moscow.

Research findings were documented into country specific reports by analysing the quantitative results from the online survey. 1:1 feedback follows with key themes identified from the transcript.

References

I had the pleasure to have Neil as a co-worker for more than a year. Always focused on getting the best user experience but also committed to have a very efficient solution. Neil can communicate with a Developer in a very simple way and he is very creative and detail-oriented.

He gets involved with the all teams he has to work with and he’s a strong team player.

Sérgio Laranjeira – Senior Developer at Zalando
Sergio was responsible for the UI Development of Farfetch.com

I worked with Neil in developing a tool for my department at Farfetch and I couldn’t be happier with the result that he delivered. Neil consistently found creative and innovative solutions to the department’s complex needs and was a pleasure to collaborate with.


Sara Gomes – Digital Merchandising Manager at Al Tayer Group
Sarah was the senior stakeholder whilst designing the app.