Currys UK
Overview
Currys, formerly known as Dixons Carphone, underwent a major rebranding initiative in 2021, unifying its four tech and retail businesses under one name. This transformation wasn't just a cosmetic change; it represented a strategic shift to better meet customer needs in an increasingly digital world. As part of this evolution, Currys invested £190 million in innovation, with £25 million specifically allocated to enhancing the customer experience both in-store and online
The Challenge
Amidst the COVID-19 crisis, Currys needed to revolutionize its digital presence to support its rebranding efforts and drive growth. The company sought to create a seamless omnichannel experience that would set a new standard in retail technology.
Our Approach
As part of a global team, we tackled the redesign of Currys.co.uk, developed new mobile apps, and implemented innovative solutions to bridge the gap between online and in-store experiences. Our focus was on creating a digital ecosystem that would support Currys vision of becoming the go-to destination for tech products and services.
Working with the project team, we designed a series of low-fidelity wireframes to rapidly visualize key user flows and page layouts for the new Currys.co.uk website. These initial wireframes focused on core e-commerce functionality like product browsing, search, and checkout. We then iteratively refined the wireframes based on stakeholder feedback and conducted remote user testing sessions with target customers to validate our design direction before moving into higher-fidelity mockups and prototypes.
This lean, user-centered approach allowed us to quickly explore design concepts, gather valuable insights, and build consensus around the new site structure and user experience - all while working remotely during the COVID-19 pandemic. The wireframes served as an essential foundation for the full redesign, enabling us to efficiently progress from concept to final implementation.
Design
We helped design several kinds of site and applications that helped Curry's create a unified digital-to-physical shopping experience loop.
Features
The key implementations
A 24/7 live video shopping platform connects customers with expert staff for real-time advice and product demonstrations.
An app feature allows sales associates to access customer profiles and online activity, enabling personalized in-store assistance.
A modern, responsive website design optimized for conversions and user engagement across all devices. Powered by Sitecore.
Mobile table solution for real-time item-in-stock visibility for sales associates, improving customer service and reducing lost sales.
Combining both ShopLive and In-store mode for complete customer experience
Impact
The digital strategy and implementation efforts yielded significant results for Currys