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The first thing you notice when going to the home page of Selfridges’ much-anticipated transactional website is the lack of product or model shots.

Rather than enticing customers with product, Selfridges has chosen a selection of boxes to direct users to certain areas of the site. These are set out in a random and haphazard fashion, with boxes positioned sideways or completely upside down. While this does look quirky, it also makes the text difficult to read.

The top line navigation on the site is clear and precise and set out in a similar way to Asos, giving the options of Brand Rooms, Categories, Services and What’s On. However, the landing pages of each category are set out in

a young and quirky way similar to the home page, which does not feel quite right for Selfridges’ varied audience.

The site’s product category channels also look different to the standard format. Selfridges has chosen a sideways scroll option rather than the more commonly used downward scroll and has larger image shots on the search page. While this gives the customer a good look at the items on show, it also limits the amount of product shown on one page and doesn’t allow for a “show all” option.

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