Department store House of Fraser has launched a redesigned version of its transactional website.

Department store House of Fraser has launched a redesigned version of its transactional website.

The site’s new ‘premium look and feel’ layout and design is appealing, and the new navigation is clean and simple. The design gives the user a better shopping experience – there are clear calls to action throughout the site and the new search includes a large number of specific filters.

House of Fraser has looked at creating different user journeys to engage customers who are on the site to browse by brand. The retailer has built pages allowing shoppers to shop by their favourite brand, which reflects the in-store experience.

There is an editorial area on the website that includes blogs, ‘how to’ guides and the latest news. The retailer has drawn together social media content from around the web to give the site a community feel, but sadly hasn’t created a mobile optimised version of the site, meaning customers visiting on their smartphone are given a poor experience and may not visit again.