Primark Geolocation

Store selection simplification

Overview
I designed a net new geolocation feature to simplify the store selection process for Primark online.

The feature was designed to support the Click + Collect rollout and reduce friction by enabling store selection earlier in the journey.

My Contributions

  • Conducted upfront discovery research using web analytics

  • Collaborated with Product Owner (PO) and Business Analyst (BA) to prioritize usability pain points

  • Created wireframes and high-fidelity designs

  • Defined user flows and interaction triggers

  • Collaborated on qualitative and quantitative user research with Userlytics partner

Company Primark (United Kingdom)

Role Lead UX Designer

Duration 7 months (2023-2024)

Skills & Tools
Figma
JIRA
Content Square
Userlytics
Design Systems
Amplience

Project Background

BuSiness Problem

Primark’s website lacks e-commerce, pushing demand for “Click + Collect,” but users face friction with late-stage, disruptive store selection and difficulty checking stock or setting a preferred store, leading to interruptions in product discovery and drop-offs.

CONSTRAINTS

  • Website tech limitations

Discovery & Approach

Current eXperience

*Current mobile web screenshots

cUrrent Pain points

  • Users can't check product availability until a store is selected—this adds unnecessary steps and friction.

  • The store locator presents a full A–Z list, which is overwhelming and irrelevant for users who just want to find their nearest option quickly.

Upfront discovery

  • Benchmarking & competitor anlaysis

  • Content Square journey analysis

Design

Wireframes

Design Opportunities

  • Introduce store selection earlier

  • Provide persistent store visibility to give users clarity and control throughout the journey

Usability Testing

Objective

To evaluate how users interact with store selection features, including geolocation, store pop-ups, and fallback flows.

Methodology

Participants: 100 UK users, ages 21–45

Tool: Mobile survey via Userlytics

Format: 22 quantitative tasks

Key Questions

  • Would you allow location access?

  • Where do you expect to choose a store?

Findings / Insights

The experience of allowing and not allowing geolocation was positively perceived by users

  • Most users would share their location because it’s easy and quick way to find the nearest store

  • Most users were happy with the placement

Final Design

Reflection

This geolocation feature was developed to high-fidelity prototypes and validated through user testing. Although it was ultimately not prioritized for rollout, the process generated valuable insights into user behavior around store location and inspired new internal discussion around personalization features.

What I Learned

  • Small UX improvements, such as replacing a disruptive pop-up with an inline experience, can drive significant impact on both user satisfaction and business outcomes.