World Duty Free (Dufry)

Wunderman Thompson Commerce (now VML)

Project Challenge

The World Duty Free website was built on a very old platform, which had many issues that required fixing. It is a unique e-commerce site, whereby customers order online at a discount and collect at the airport. The challenge is that every airport across the world has different stock, so identifying the customer collection point is vital. I audited the site and analysed user testing research to identify issues and create new and improved content and features, designing a better online purchasing experience.

Discovery

Each sprint I would work on 2 or 3 new features that had been identified through user testing, site auditing or client request. All requirements would be managed and discussed through Jira and client workshops.
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For every new feature, I would conduct competitor analysis to identify the best in-class UX across the e-commerce landscape.

Wireframes

I created fully annotated wireframes and/or prototypes that I would present to the client weekly. Any feedback was then implemented to refine the UX, and I worked with a copywriter and UI designer to fully flesh out these pages. I would also demo each requirement to the development team, to get a gauge of how much development time and effort would be required.

Delivery

Working on a variety of different requirements each sprint, tickets needed to be delivered reasonably quickly, in order for them to go into design or development in the next cycle. Every sprint cycle I would work on up to 3 different requirements. For each ticket, I created detailed annotations alongside wireframes, explaining every screen and scenario.

Development

Once the developers were building the new feature, I would review the work to make sure it was aligned with the original UX. I would support the team until the feature was ready to go live.

World Duty Free (Dufry)

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