Faster checkout

John Lewis's £15B eCommerce operation faced conversion friction across their 400,000+ product catalog, where customers struggled with overwhelming product discovery on category pages. Despite strong brand loyalty among 23 million customers, the E-Commerce experience suffered from inefficient filtering that failed to surface relevant products quickly, while the existing Quick View functionality lacked purchase optimisation. With 60% of retail traffic coming from mobile and increasing competition from Amazon and direct-to-consumer brands, even minor UX friction translated to millions in lost revenue opportunity.

A comprehensive UX overhaul targeted three critical conversion points across the customer journey.

Enhanced Product Filtering introduced intelligent filtering with real-time result counts, saved filter combinations, and AI-powered recommendations based on browsing behaviour.

Optimised Quick View evolved from basic product preview to a complete micro-purchasing experience with size/colour selection, delivery options, and one-click checkout integration.

Redesigned PLPs and PDPs implemented performance-driven layouts with improved image loading, streamlined product information hierarchy, and enhanced cross-selling widgets that increased average order value through strategic "Style with it" recommendations.

The UX overhaul delivered measurable results across all three conversion points. Enhanced Product Filtering and the optimised Quick View reduced time-to-product by 35%, while the redesigned PLPs and PDPs drove higher engagement and average order value through improved cross-selling. The combined impact translated to £8.2M in incremental annual revenue, with checkout completion rates and mobile conversion improving significantly. John Lewis strengthened its position as a design-led retailer, capturing previously lost conversion opportunities in a competitive eCommerce landscape.