Sam Barton

Head of User Experience
ShopDirect

As head of UX at Shop Direct, Sam is responsible for delivering the most engaging and innovative shopping experience to millions of customers across all devices. He and his team ensure that the key objectives of the business are met by continually optimising customer journeys to drive improved customer satisfaction and business performance.

Shop Direct is the UK’s leading multi-brand online retailer, with sales of more than £1.7 billion and digital department stores including Very.co.uk, which is now a £800 million brand. Around 86% of Shop Direct’s sales are now online, with over 50% of those from mobile devices. The Shop Direct brands receive more than a million website visits every day.

The business prides itself on making good things easily accessible to more people – a purpose it’s well-placed to fulfil thanks to its department store range, market-leading ecommerce and technology capabilities and unique financial services offer. In 2013, Shop Direct unveiled a new strategy aimed at becoming a truly world class digital retailer, with personalisation at the heart. In 2014, the business went on to unveil a 512% increase in profit.

Follow Sam on Twitter at @sam_barton and Shop Direct at @ShopDirect, and find out more at www.shopdirect.com.

Check out the incredible speaker line-up to see who will be joining Sam.

Download The Latest Agenda

Re-imagining Retail Day

Thursday, October 6th, 2016

14:25 Using Evidence To Drive Experimentation At Scale

Shop Direct’s ‘evidence-led’ prioritisation method ensures that they deliver the most value to the business with the resources available. Shop Direct also use their award winning ‘experimentation at scale’ strategy to learn more and faster through experimentation.

Sam Baton will delve into:
- using iterative experiment findings to fuel new ideas
- developing a digital funnel to approach problem areas of websites
- findings from their own user research studies to address customer problems and needs
- learning more and faster through A/B experiments
- exploring which ideas improve key metrics and should be iterated upon, and which ideas need to fail fast