Testing, learning, shipping and optimising at scale.

Optimisation & Experimentation

Optimisation sits at the heart of understanding how well our UI components perform, and how effectively elements work together in context. Working closely with the Experimentation Manager, I ran approximately eight A/B tests per month across native apps and web. The data informs every decision, ensuring what we release is measurably better than what came before.

PDP experiments

• Replacing the size dropdown with a size grid. Surfacing available sizes at a glance and removes a significant customer pain point: landing on a PDP only to discover the product isn't available in your size.

• A sticky add-to-bag button paired with a layout adjustment to the product description, designed to improve conversion through a more prominent CTA.

  Optimisation sits at the heart of understanding how well our UI components perform, and how effectively elements work together in context.

Taking the size grid further: PLP optimisation

The success of the size grid surfaced a wider opportunity: could we enable customers to shop directly from the PLP, reducing bounce rate before they ever reached the PDP?

The final design resolved both problems. Typographic refinements created a clear visual distinction between product information and interactive elements. Size labels update on hover to show stock levels, creating a sense of urgency. When a product is added to the bag, feedback is immediate, alongside a prompt to continue to checkout.