Debenhams case study – E-commerce design, UX and development
Debenhams home screen

E-commerce design, UX and development

Improving Debenhams’ insurance website experience to increase sales


The brief

Identify problems and suggest improvements to the Debenhams wedding insurance website. Deliver these changes alongside an updated design and new front-end.

What we did

Based on our analysis, we built a clickable, HTML prototype which included the following upgrades:

  • A cover level comparison table
  • Standout call to actions (e.g. “Get a quote” and “Buy now” buttons)
  • Customer feedback and star ratings
  • An improved mobile experience

Debenhams used the prototype to sign off the changes before we implemented them.


  • The number of sales increased when compared to the same period the previous year
  • The speed, accessibility and search performance of the website improved
  • Live in under two months
Debenhams quote screen on an iPad and iPhone

If a picture is worth 1,000 words, a prototype is worth 1,000 meetings.

John Maeda, Designer