Crafting smarter discovery journeys with Object-Oriented UX principles

Not On The High Street, with the help of an external agency (Kin+Carta/Valtech), needed to map and understand its discovery ecosystem (the user journeys pre-purchase) and its interconnections to establish a scalable foundation that will enable methodical growth and efficient content management across the platform.

Goal

The goal was to apply Object-Oriented UX (OOUX) principles to key customer journeys, to provide customers with a more intuitive and structured shopping experience, and to drive organic traffic growth through improved SEO⁠⁠ (well-structured navigation directly impacts SEO performance).

Actions

Participated in OOUX workshops led by Kin+Carta/Valtech alongside stakeholders to define core objects and their relationships, calls to action, and attributes (using ORCA methodology).

Collaborated with the external agency to develop wireframes for core pages of the user journeys, such as Department Landing Pages, Collection Listing Pages, and Category Listing Pages.

Created high-fidelity visual designs based on wireframes and the existing Design System.

Initiated follow-up projects, including a full website redesign and navigation optimisation.

Results

Streamlined navigation and IA, aiming to improve user engagement. At the time of writing, the OOUX learnings haven’t been implemented into the live experience.

Enhanced Design System with new components to support the new required content formatting. Cleaned up and improved existing components.

Enhanced consistency and clarity across the platform. Various pages have more consistent layouts and are easier to navigate by customers.

Set the foundation for future website redesign and navigation improvements.

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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