Primark Co-Ords

Improving Product Discovery for Co-ordinated Outfits

Overview
Primark lacked a digital experience for matching Co-Ords, making it hard for users to find complete outfits. I led the design from 0 to 1 with a solution allowed users to easily discover and shop matching items.

Through user research, prototyping, and A/B testing. The solution simplified outfit discovery and aligned with Primark’s fast-fashion, value-driven model—enhancing both user satisfaction and average transaction value for Click + Collect.

What I did
• Conducted upfront discovery research to identify user needs and business goals
• Created wireframes to explore and communicate early design concepts
• Designed high-fidelity prototypes for stakeholder review and usability testing
• Collaborated with UX Research to run qualitative user studies and gather insights
• Partnered with the Web Optimization team to design and analyze A/B tests • Defined logic and rules for Co-Ord types

Company Primark (United Kingdom)

Role Lead UX Designer

Duration 7 months (2024)

Skills & Tools
Figma
JIRA
Content Square
Userlytics
Design Systems
Amplience

Project Background

Primark’s digital shopping experience lacked any way for customers to discover co-ordinated outfit sets ("co-ords"). Without visibility into matching items, users were unlikely to complete a look on their own.

This project was initiated to increase product discoverability, improve average transaction value (ATV), and support Primark’s Click & Collect (buying online and picking up in store) offering.

Constraints

  • Technical feasibility around stock-checks per item for C+C

  • Inconsistent product tagging and data feeds

  • No existing design pattern for matching sets

  • Limited editorial input and manual coordination between product teams

Discovery

I began by grounding the project in research to understand user needs, industry patterns, and internal constraints.

activities

  • Reviewed competitor journeys to benchmark best practices

  • Mapped user pain points on the PDP

  • Facilitated stakeholder interviews across design, tech, product, content, and buying to align on goals and feasibility

Key insights

  • Assumed a single product image included both matching items

  • Existing product recommendations were not contextually relevant

Design

CURRENT State

Product Description Page

Wireframes

Usability Testing

Objective

I ran a qualitative usability test to evaluate a new Co-ords feature prototype. The key objective was testing two prototype versions for usability, and ease of adding products to the cart.

Methodology

Participants: 12 UK Female users, ages 20-50

Tool: Mobile survey via Userlytics

Findings / Insights

  • Vertical scrolling was preferred over horizontal scrolling for browsing items, as it felt more intuitive and easier to navigate.

  • The presence of a matching items section reduced decision-making effort, with users saying it made shopping feel faster and easier.

A/B Testing

Experiment Details

Duration: 29 days (Sept 17 – Oct 15, 2024)
Devices: All devices
Location: Product Detail Pages (PDPs)
KPI: Average Transaction Value (ATV)

Test Variant

  • Control: Standard PDP with no linked Co-ords

  • Variant: PDP with a "Complete the Look" section showing matched Co-ords

Results

Winter: Variant

Insights & Learnings

  • The new the Co-Ords feature raised ATV & Conversion rates

  • The Co-Ords modal placed near the ‘similar items’ section achieved higher user exposure, indicating strategic placement matters.

Final Design

Reflection

This project taught me how complex it is to connect digital with physical retail systems. Although the design was simple for users, it needed close teamwork across many departments.

If I did this again, I’d push earlier for a centralized Co-ords tagging system and clearer content management to make scaling easier.

Overall, I strengthened my skills in leading cross-team UX strategy while balancing user needs, tech limits, and business goals.