A new vision for Not On The High Street’s website

While NOTHS has seen continued success, its website experience no longer reflected the brand’s distinct personality or its inspirational, curated offering – highlighting the need for a refreshed visual identity and a more engaging, user-centred shopping experience.

Goal

The goal was to enhance the Information Architecture (IA) using Object-Oriented UX (OOUX) principles (based on learnings from our collaboration with an external agency in the months before this project was done) while exploring a new design direction that would improve customer engagement and better reflect the marketplace’s identity.

Actions

Created three different design strategies (which I named Modern Warmth, Heritage Elegance and Playful Artisan) to explore multiple options for a new design direction.

Aligned with our internal brand team, the Head of Product and Design and the Senior Leadership Team (SLT) to select the best approach.

Results

Agreed on a design direction, with all stakeholders consulted favouring the Heritage Elegance approach due to its simple yet more luxurious feel – which we believed best aligned with our marketplace proposition.

Showcased how an enhanced Information Architecture can create a more intuitive browsing and shopping experience, and how an elevated visual design and clean layout can let our beautiful product photography captivate and engage customers.

However, due to a strong need of quickly solving for various usability issues, it was decided to prioritise delivering immediate UX improvements and smaller UI enhancements without waiting for a full-scale redesign.

Please note: this design work has not yet been implemented (as of April 2025), therefore there is no quantitative data or qualitative feedback to report as a result.

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