Product Designer, Soho Home
Mar 2019 - Dec 2022 · London
Working with an external agency I acted as the point of contact from within the business. I supplied the agency with a design system with UI elements from which to build the pages. I supplied the fundamental pages to be used as a reference for the rest of the site. This included the Homepage, Product listing page, Product display page.
The improvements made to the UI and user journeys have drastically increased conversion rates for the site. The pared-back styling has allowed the high-end product to come to the forefront where previously the details were not clear.
Using larger imagery and creating a hierarchy in the product information made the products instantly more shopable. These items at high price points tend to mean customers take longer to consider a purchase, making these small changes helps to reduce the time which it takes to purchase sohohome.com
Using the component library created by me for the membership site we were able to utilise the versatility of the existing components to build the core pages of Soho Home with limited engineering requirements. This also created visual consistency across multiple brands under the Soho House umbrella.
