House of Fraser redesigns its website for touch screens

Monday, 10 February 2014

Luxury department store House of Fraser has redesigned its website to cater for mobile and touch screen devices, as more than 50 percent of its online traffic comes from touch screen devices.


The new site marks the first major design change since July 2011 and is part of the department store’s adjusted design strategy to work on its mobile technology before working on its desktop version.

It is hoped that the change in design will “enhance” the user experience with new header and navigation menus making it easier for customers to shop ‘by department’ or ‘by brand’. HoF has also increased the load speed of many pages on the website to improve user experience for those who have slower connections.

Additionally, the homepage and category hubs on both desktop and mobile have been refreshed with a new look, quicker load time and more interactive elements that have been designed to “maximise the rate of conversion”. Product pages also boast larger images with a super zoom feature, which offers online shoppers a clearer view of the product. Plus the shopping bag has been made more concise and easier to edit.

Andy Harding, executive director for multi-channel at House of Fraser, said: “Consumer shopping habits are constantly evolving and given we now see more than 50 percent 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.”



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