House of Fraser overhauls design strategy with website redesign putting mobile and touchscreen users first

With more than half of its online traffic coming from touchscreen devices House of Fraser has adjusted its design strategy and overhauled its online presence for the first time since July 2011.

The House of Fraser site has been designed for mobile first

House of Fraser designed and built its new site for mobile and touchscreen first, before working on a desktop version. The change in design is hoped to enhance the user experience with new header and navigation menus making it easier for customers to shop ‘by department’ or ‘by brand’.

Andy Harding, executive director for multichannel at House of Fraser, commented: “Consumer shopping habits are constantly evolving and given we now see more than 50 per cent 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.”

Load speed of many pages has also been increased by the department store, to ensure shoppers with slower connections will still be able to download the relevant pages without having to wait.

The homepage and category hubs on both desktop and mobile have been refreshed with a new look, quicker load time and more interactive elements which are hoped to maximise the rate of conversion. Product listing pages now feature three shots per row as opposed to four in order to create more space.

Larger images with ‘super zoom’ features also give online shoppers the chance to get a clearer view of products on offer and the shopping bag has been made more concise and easier to edit.

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