Owning Core Commerce Journeys for a Global Retail Brand
Company
Selfridges Group
Year
2021-2022
Between 2021-2022, I worked at Selfridges in London as Product Owner for the online checkout and customer account experience. I was responsible for some of the most revenue-critical journeys on selfridges.com. The focus was on improving conversion, reliability, and customer confidence across high-traffic transactional flows within a complex retail and payments ecosystem.
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Delivering Through Cross-Functional Teams and Partners
I worked closely with engineering, design, analytics, payments, fraud, and operations teams, alongside external technology partners. Together, we aligned roadmaps and delivered continuous improvements to checkout and account functionality while managing risk in a live, high-volume environment.
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Improving Conversion, Stability, and Payment Success
A key part of the role involved reducing friction and failure across checkout. This included improving performance, addressing technical debt, and increasing payment success rates - balancing short-term conversion gains with long-term platform stability.
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Evolving Checkout to Support Business Complexity
Checkout and account flows were adapted to support multiple delivery options, payment methods, promotions, and customer states. This flexibility allowed the platform to scale with changing commercial and operational requirements without repeated redesigns.
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Reducing Friction at Critical Decision Points
Clear messaging, improved error handling, and better feedback helped customers complete purchases with confidence. Small, targeted UX improvements reduced drop-off and support issues at key moments in the journey.
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Optimising for Device, Context, and User State
Experiences were optimised across mobile and desktop, guest and logged-in users, and varying traffic patterns. Layouts and interactions were refined to prioritise speed, clarity, and trust in a luxury retail context.
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Continuous Optimisation of High-Impact Flows
Rather than a single release, this work focused on ongoing iteration. Through testing, monitoring, and incremental change, checkout and account journeys were continually improved to support both customer needs and commercial performance.
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Owning Checkout & Account as Long-Term Products
My role at Selfridges centred on treating checkout and customer account as core products, not one-off initiatives. As product owner, I focused on continuous iteration, cross-team leadership, and platform stewardship - ensuring these critical journeys evolved with the business, drove performance today, and remained flexible for what comes next.
Scope of Work
