House of Fraser, the UK and Ireland’s premium department store group, has launched its redesigned website – the first major design change since July 2011. With over 50% of online traffic coming from touch screen devices, House of Fraser has adjusted its design strategy; building and designing its website for mobile and touch devices before working on its desktop version.
The change in design will enhance user experience with new header and navigation menus allowing customers to ‘shop by department’ or ‘shop by brand’. House of Fraser has also increased the load speed of many pages on the website.
This change will ensure shoppers with slower connections are still able to download relevant pages within a reasonable timescale. Several key changes have improved user experience for both desktop and touch screen users alike.
The homepage and category hub pages have a fresh new look with a quicker load time and more interactive elements designed to maximise the rate of conversion. The product listing pages now feature three shots per row (previously four) which creates more space and allows larger images to be displayed.
Product pages also boast larger images with a new ‘super zoom’ feature which offers customers a clearer view of the product. The shopping bag feature has been improved to make it more concise and easier to edit.
Andy Harding, Executive Director for Multi-Channel at House of Fraser, commented,
“Consumer shopping habits are constantly evolving and given we now see more than 50% of our online traffic coming from mobile devices, we have adjusted our design strategy to ensure we provide the best possible experience for our online customers.
We are always looking at ways to maximise customer shopping experiences and we’re confident our new look and feel website will be well received and will help continue to drive growth this year.”