As a global luxury fashion platform, Farfetch offered an extensive range of stock from boutiques worldwide. While customers appreciated the variety, many felt overwhelmed by choice.
Users described the site as "just full of product" and lacked inspiration, guidance, or a clear sense of fashion authority.
Opportunity
We hypothesised that integrating curated editorial content into the shopping journey would inspire users to take action, enhance product discovery, and create a more guided experience.
We expected this to result in deeper engagement and increased conversion, as suggested by early data showing higher Add to Bag and Wishlist activity from users interacting with editorial content.
Research Methods
We used a combination of qualitative and quantitative research to glean insights into how our users consume and interact with the content. Qualitative methods such as remote using testing and competitor benchmarking.
These helped validate our hypothesis which we used to inform our designs for A/B testing.
Workshops:
• Ideation session with stakeholders
• In person co-creation session with stakeholders and customers using paper prototypes
• 3 day design sprint
