The Opportunity
John Lewis customers loved the brand but got lost among 400K+ products
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.
The Solution
Seamless discovery: Smart filters, Quick View, and conversion-driven design
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 Impact
35% faster product discovery drove £8.2M annual revenue
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.
